The Value Equation: What Customers Get When They Bundle with Optimum — and Why It’s Working
For many families today, the question isn’t whether connectivity matters — it’s how to afford it without sacrificing reliability, performance, or peace of mind.
Between rising costs, like gas, electricity, and food, as well as increasingly complex bills, consumers are rethinking what “a good deal” really means. They’re not asking for more bells and whistles. They’re asking for simplicity, transparency, and value they can actually see.
That’s the lens through which we look at bundling at Optimum. Not as a marketing tactic, and not as a shortcut to sell more products, but as a measurable way to deliver better outcomes for customers. The real question isn’t whether bundling sounds appealing. It’s whether it works.
The answer, based on what our customers are choosing and the data behind it, is yes.
Designed to Work Better Together
Connectivity today isn’t siloed. Internet, mobile, and video are used together - across the home and on the go - and customers expect them to work seamlessly.
That’s why we’ve built our portfolio intentionally around how customers live today: high‑performance Internet at home, dependable 5G mobile on the go, and flexible video options that fit how people actually watch. When combined, the experience becomes simpler - fewer bills, fewer providers, and one relationship customers can trust.
Customers who bundle Optimum Internet, Mobile, and Video save up to $15 off per month across their services, which leads to savings of over $750/year vs Verizon when you bundle! Those savings aren’t tied to gimmicks or temporary promotions, they’re the result of a model designed to reward customers for bringing their connectivity together in one place. Over time, that predictability matters.
That same philosophy is what led to the launch of many of our products and offers, like UnBig Your Bill. This offer flips that dynamic — giving customers a clear, side-by-side comparison of their current bill. If we can’t show real savings, they receive a $150 gift card.
It’s a straightforward approach that puts transparency first - and reinforces that affordability and performance shouldn’t be a tradeoff.
What the Data Says About Bundling
The strongest proof point in any value story is customer behavior.
From 2024 to 2025, Optimum saw an increase in customers who took both our mobile and internet services.
Consumer sentiment reinforces this trend:
- More than half of households use both traditional TV and streaming
- Nearly half find bundling services from one provider appealing
- 80% believe bundling internet and mobile is more cost-effective1
When we compare bundled customers to standalone customers, clear patterns emerge. Bundled customers tend to stay longer, engage more deeply across services, and deliver stronger long‑term value. Importantly, this is about building relationships that last and creating value through retention, not short‑term upsell.
We also see this reflected in ARPU growth. Customers who bundle generate more lifetime value because they stay, not because they’re paying for things they don’t need. That distinction matters. It’s a sign that the model is working for customers, not just for us.
What We’re Hearing from the Field
Across our regions from the east coast to the west, we’re hearing a consistent message from customers – they want to feel back in control of their monthly expenses without sacrificing the connectivity their lives depend on.
In some markets, that conversation starts with affordability. Families are looking closely at recurring bills and asking where they can simplify. The idea of combining services into one predictable monthly cost resonates because it removes uncertainty.
Harvetta U., a customer from North Carolina, shared: "What really made the decision easy was the 5year price lock - I like knowing exactly what I’ll pay long term without worrying about increases. The plans are simple to understand, fairly priced, and give me room to upgrade if my needs grow.”
In others, it’s about frustration with complexity. Customers tell us they’re tired of managing multiple providers, juggling different apps, and trying to make sense of separate bills. Bundling isn’t just about savings – it’s about reducing friction in their day-to-day lives.
In our Texas markets, we’ve heard extensively that customers are gravitating to bundling because it creates an easier price point for them and helps them understand what they’re getting.
We’re also seeing growing interest from customers who are more mobile than ever – working remotely, commuting longer distances, or balancing multiple devices across the household. They expect their connectivity to move with them seamlessly.
What stands out most is that customers aren’t asking for more. They’re asking for better – clearer value, fewer surprises, and services that simply work together. That’s exactly what bundling is designed to deliver.
Mike Parker
President of Consumer Services
1Data cited are taken from a survey with respondents sourced from a third party on behalf of Optimum between January 2 – 10, 2025. Over 1,500 U.S. adult mobile service decision-makers were surveyed.