Latinx consumers want more bundled digital services, survey finds

A new Horowitz Research survey finds U.S. Latinx consumers are leaning into bundled digital services, especially home internet paired with mobile. The findings suggest broadband and mobile providers could win more customers by packaging streaming, security, smart home and other services into one subscription.

Why it matters: - U.S. Latinx consumers are showing clear demand for bundles that go beyond connectivity. - The trend creates a growth path for mobile and home internet providers trying to differentiate in a crowded market. - The strongest interest is in packages that combine convenience, price stability and more services in one place.

What happened: - Horowitz Research released its State of Media, Entertainment, and Tech: State of Subscriptions FOCUS Latinx 2026 study on Aug. 31, 2026. - The study found that 34% of U.S. Latinx consumers bundle digital services. - Home internet plus mobile is the most common bundle. - More than half, 56%, of U.S. Latinx consumers want one centralized place to manage all their apps and services. - Those consumers say they would be likely to switch to a unified digital services bundle if one were offered. - Interest is even stronger among Spanish-dominant and bilingual households.

The details: - Among Latinx consumers interested in bundled services, the top reasons are managing all services in one place at 39%, bundling streaming services together at 35% and locked-in rates at 31%. - Horowitz says there is a particular opportunity for Fixed Wireless Access providers, including 5G home internet providers such as T-Mobile and Verizon. - Seventeen percent of U.S. Latinx consumers already use 5G home internet. - Among Latinx consumers with a bundle from a 5G home internet provider, 42% cite the ability to bundle streaming services like Netflix, Hulu or Peacock as a key reason. - Another 34% cite additional benefits and perks from the provider as a key driver. - About 29% of U.S. Latinx consumers subscribe to a Hispanic-focused TV package, such as MiEspañol from DIRECTV or YouTube TV Spanish Plus. - The study covers pay TV, streaming, internet, mobile, smart TV and portable streaming platforms, smart home environments and bundles. - It also tracks what devices consumers own, what services they pay for, who their providers are, their satisfaction and future plans.

Between the lines: - The findings suggest providers are competing on more than speed and access. - For Latinx households, larger family sizes and multigenerational living can increase demand for both connectivity and content. - The study points to a market where convenience and cultural relevance can be selling points alongside price. - Adriana Waterston, EVP and Insights & Strategy Lead at Horowitz Research, said bundles designed around U.S. Latinx needs can help providers stand out in a commoditized market.

What's next: - Horowitz says expanding the services that can be bundled with home internet subscriptions could help push 5G adoption further among Latinx consumers. - Providers that add streaming, music, home security, fitness and smart home options may find more room to win loyalty. - More information about the report is available here. - Horowitz says readers can contact Adriana Waterston at adrianaw@horowitzresearch.com to purchase the report, schedule an interview or request specific data.

The bottom line: - Latinx consumers want bundled digital services that save time, simplify management and deliver value, giving internet and mobile providers a clear opening to broaden what they sell beyond connectivity.