Spectrum, which is operated by Charter Communications, has been fighting a massive consumer trend over the past few years that appears unlikely to end anytime soon.
Many consumers nationwide have been cutting the cord on cable services as prices increase and the number of streaming services multiplies, offering consumers a wide variety of cheaper alternatives for entertainment.
A recent survey from digital security firm All About Cookies found that only 46% of Americans still use traditional cable or satellite TV services, and only 14% of cord-cutters regret cutting their cable. Also, 76% of Americans now watch shows through paid streaming services.
Amid this growing trend, Spectrum lost 80,000 cable TV customers during the second quarter of this year. The company ended the quarter with roughly 12.6 million cable customers, which is about 5% less than it had during the same time period in 2024.
Also, Spectrum’s cable revenue decreased by almost 10% year-over-year as it lost customers.
During an earnings call in July, Charter CEO Chris Winfrey said that to help retain cable customers, Spectrum will upgrade its cable packages to include more than $100 worth of programmer apps, such as Max, Disney+, Hulu, Peacock, etc., at no additional cost.
“That’s gonna be the stickiest product,” said Winfrey. “It’s gonna be the best for customers and for programmers, us.”
Image source: Mordant/Bloomberg via Getty Images
Spectrum unveils new streaming app to win back customers
Now, it appears that Spectrum is further leaning into streaming to fight back against the massive cord-cutting trend.
The company recently unveiled its new Spectrum App Store, which allows its cable customers to “activate, manage and upgrade” streaming apps included in their Spectrum TV plans, according to a recent press release.
Spectrum TV customers with eligible cable plans can use the new app store to add multiple ad-supported streaming apps at no extra cost and upgrade to ad-free streaming by paying only the retail price difference.
Related: Spectrum faces major consequence from rapidly losing customers
Some of the apps offered in the Spectrum App Store include HBO Max Basic with Ads, Disney+ Hulu Bundle, ESPN Unlimited, Peacock Premium, Paramount+ Essential, etc.
More apps such as Discovery+ with Ads and BET+ are expected to debut in the store at a later date.
Spectrum customers who don’t have a traditional TV package can also use the new app store to manage and purchase streaming apps.
“Our new Spectrum App Store delivers what our customers want most – real savings with consumer choice and a simpler way to enjoy the up to $125 per month worth of streaming apps that our Seamless Entertainment experience provides,” said Rich DiGeronimo, president of product and technology at Spectrum, in the press release.
Spectrum is following in the footsteps of its competitors
The move from Spectrum comes after its competitors, who are also rapidly losing cable customers, recently expanded their streaming service offers to shore up recent losses.
For example, Comcast launched a streaming service bundle called StreamSaver last year that offers Apple TV+, Netflix and Peacock for $15 a month to cable TV and internet customers.
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DirecTV also launched its MyFree DirecTV app in early 2024. The app offers customers free access to over 90 channels, such as MovieSphere, Fox Weather, Court TV, etc.
This year, DirecTV took it a step further by unveiling its MySports streaming package, which offers access to over 40 sports and broadcast channels for $70 a month. It also later introduced three new streaming bundles called Genre Packs. These bundles offer customers channels for under $50 a month, a cheaper option than its traditional cable bundles.
Related: Comcast takes drastic action as customers rapidly cut service
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