America’s Changing TV Habits: How Can Building Owners Meet Tenants' Growing Appetite For Streaming Services?

When it comes to modern entertainment platforms, one thing is certain: Content is king. People choose their streaming services based on which ones offer the shows, movies, and live sports and news they want to watch, and it is up to today’s building owners to make sure they are able to stream that content with ease. 

“Tenants don’t want their building or their internet provider telling them they only have one option,” Lumen Senior Product Manager Melissa Holton said. “The key is to celebrate choice and make it easy for families to quickly get to watching and spending less time searching.”

Streaming services have skyrocketed over the past few years, and the coronavirus pandemic has only boosted those numbers. After shelter-in-place orders went into effect last March, Netflix saw a 72% increase in its weekly user numbers — and that is just one service. Americans subscribe to an average of four different streaming services, and new ones are on the horizon.

“We’re reaching a point with streaming services where there are just so many to choose from, it’s mainstream video entertainment for households,” Holton said. “Quantum Fiber, a new Lumen brand for residential fiber that was previously known as CenturyLink Fiber, sees the opportunity to turn all those choices into a better value, boosting satisfaction among residents.”

Holton said there are two ways companies like Quantum Fiber and building owners can help residents get the most from their streaming subscriptions: provide fast, reliable bulk internet with unlimited data so they can stream with ease and pair up with an internet provider that is committed to making TV choice easy and in the control of tenants to customize the TV right for their households.

“Reliable internet is the first step to high-quality streaming,” Holton said. “It’s a must-have when you have an apartment where you subscribe to multiple streaming services. When three, four or five people are streaming different content at the same time, you have to have a strong, solid connection and the bandwidth to accommodate everyone’s needs.”

Additionally, Holton said, property owners that offer Quantum Fiber’s bulk internet can attain better retention rates. Not only is this a cost-effective and convenient solution, but it can also be a powerful marketing tool to attract residents and increase property value. Research shows 40% of renters said yes for bulk internet bundled in their rent, and 77% are willing to pay higher rent for this amenity.  

Holton said that one of the things Quantum Fiber likes most about this video solution for residential communities is that it offers customers the option to cut the cord — and their contracts — and have the same content they love watching from many popular streaming providers like Disney+, Hulu, HBO Max, Sling and more. 

“The slogan for our entertainment services has always been ‘TV made easy,’” Holton said. “We can keep that going as the number of streaming options continues to grow and, with bulk internet included as an amenity, tenants can have the in-home connectivity and entertainment they demand from their communities.” 

This article was produced in collaboration between Quantum Fiber and Studio B. Bisnow news staff was not involved in the production of this content.

Studio B is Bisnow’s in-house content and design studio. To learn more about how Studio B can help your team, reach out to studio@bisnow.com.