Over 800 rural Americans participated in our annual subscriber study on the video streaming services they subscribe to, yielding measurable results for 15 services.

It is noteworthy that seven years ago, only three services held a measurable share of the OTT streaming market, as shown in the graphic below. This increase in streamers combined with incremental price increases are giving consumers some justification for alternative options, one of which is traditional cable television where most offer a consumer device streaming option.

Would you like an Executive Summary of the 2026 study?