For years now, the industry story on video was that cord-cutting means the end of traditional TV. Because of that, some broadband providers stepped away from video altogether, convinced it was no longer worth the complications or the shrinking margins. Others are considering doing the same, and new entrants in the broadband market are less likely to offer video to their subscribers.

But here’s the reality in 2026: video never ended. It just changed form.

Subscribers are watching more video than ever with streaming apps, live TV, on- demand platforms, and all the connected devices. And at the center of it all sits one constant: your broadband network.

Streaming reshaped the living room. Smart TVs and streaming devices replaced set-top boxes. Apps replaced channels. Control shifted to the viewer. For subscribers, that brought flexibility and choice. For providers, it created distance from a service that once drove strong customer relationships and recurring revenue.

Yet every show, every movie, every live sporting event still relies on fast, reliable internet. As a broadband provider you didn’t lose relevance in video, you became the foundation. That shift opens the door to a new way of thinking about video, not as a legacy service, but as a modern value add that fits 2026 viewer habits.

Why Traditional Video Became Unsustainable

There’s no nostalgia blindness here. Traditional cable TV became difficult to justify:

• Expensive headend equipment

• Complex and restrictive programming contracts

• Shrinking margins

• Operational overhead tied to hardware, installs, and truck rolls

Walking away from video may have made sense at the time.

But while providers exited the market, subscribers didn’t stop watching TV. They simply fragmented their viewing across multiple platforms.

The Streaming Reality Check

Streaming initially felt like freedom. Affordable devices, endless choice, and no contracts.  Fast forward to today, and many households are now juggling five, six, or more subscriptions, each with their own app, password, and monthly charge. Costs have crept up. Complexity has crept in. Frustration has followed. 

Subscribers didn’t eliminate the bundle; they just rebuilt it. This is where you have an opportunity to resume the conversation. 

IPTV: A Modern Middle Ground

Internet Protocol Television (IPTV) sits between traditional cable and OTT streaming. It delivers
live TV, local channels, and on demand content over your IP network without the infrastructure
and operational headaches of maintaining a legacy cable TV service.

For service providers, the right IPTV solution changes the economics:

• Much less headend video infrastructure and no set top boxes

• Hosted, cloud-based delivery that scales with your network

• Faster time to market

• Predictable, recurring revenue opportunities

• Managed national and local programming and contract renewals

For subscribers, it simplifies the experience:

• One provider

• One bill

• Live TV plus on-demand content

• Compatibility with smart TVs and popular streaming devices

Instead of competing with streaming, IPTV complements it by offering an array of live and on-demand content, including local channels, coupled with ease of use.

Why Video Still Matters to You

The value of video today isn’t about owning content, it’s about what the subscriber wants.
Bundling video with your broadband service increases ARPU, reduces churn, and positions you as a trusted source for both connectivity and entertainment. Even modest video attach rates can translate into meaningful revenue and profit, without the obstacles of traditional cable TV.

Video, reimagined correctly, becomes a key differentiator not a liability.

The Path Forward

The video landscape has changed, but the opportunity hasn’t disappeared. It’s simply evolved.
Modern IPTV solutions allow broadband providers to participate in video again on their terms,
aligned with today’s viewing habits and business realities.

If you’ve stepped away from video in the past, now may be the right time to take another look.

Video isn’t over. It’s just entered its next chapter.

ZCorum offers a fully-managed and hosted IPTV solution powered by SFN TV that is designed to reduce complexity, control costs, and create new revenue opportunities. Click the thumbnail to read more, or check out our IPTV website.