Connected Intelligence
Why Reliability, Smart Service, and Simplicity Matter More than Raw Speed
For years, Internet providers competed on one thing—speed. Bigger numbers, faster downloads, wider coverage. That’s not enough anymore.
Customers today expect their Internet to just work. On top of that, they expect it to make everything else in their home run smoothly. They want streaming that loads instantly, smart devices that talk to each other without a hitch, Wi-Fi that reaches every room, and someone to fix the problem when something breaks. Speed used to be the whole pitch. Now it’s just the starting point.
According to a white paper released in July 2026 by Parks Associates, more than a quarter of U.S. Internet households already have gigabit-speed service, and 91% subscribe to at least one streaming service1. When high-speed Internet becomes the norm, customers stop noticing the speed and start noticing everything else including reliability, ease of use, and whether their provider has their back.
That’s a real opportunity for independent providers.
Building the network is only half the job
Fiber, managed Wi-Fi, and wireless all matter, and providers should keep investing in them. But a strong network is the price of admission now, not the differentiator. What separates providers is what they do with that network.
AI is becoming part of the answer
Research shared at NCTC’s The Independent Show in July 2026, drawing on Parks Associates data, found that more than half of households dealt with a home Internet problem in the past 90 days2. Those aren’t abstract numbers, they’re real headaches—a dropped call, a streaming app that won’t load, or a smart camera that stops responding. Customers just want it fixed, ideally before they notice it. Security matters too. The same research found more than 60% of smart home device owners want AI-powered cybersecurity protection, unsurprising given how much daily life runs through connected devices2. That’s where AI earns its keep by catching problems and threats early, letting smaller teams act like a much bigger one.
Content is part of this too
Households are drowning in subscriptions—streaming, sports packages, news bundles. Parks Associates’ research found that more than half of Internet households find simplified, bundled video packages appealing3. That’s an opening for providers to function as a trusted guide instead of just a pipe.
Mobile belongs in this picture
As more providers add mobile phone plans alongside home Internet, the line between home and on-the-go connectivity is fading. Customers increasingly want one provider for everything that keeps them connected.
Put it together, and a pattern emerges
Connectivity, AI, content, security, and support used to be separate conversations. They’re becoming one: the overall experience a customer has with their provider. Some in the industry are calling this shift “Connected Intelligence.”
Independent providers have an edge the big guys don’t. They know their communities. Combine that trust with smarter tools and a sharper focus on customer experience, and independents aren’t just keeping up. They’re in a position to lead.
The bottom line
Speed got us here, but it won’t get us to what’s next. The providers who deliver reliability, simplicity, and real value, not just bandwidth, are the ones who’ll earn customer loyalty and grow.
Now’s the time to act on it
Providers who invest in reliability, smart tools, and a genuinely better customer experience, not just faster speeds, will be the ones customers stick with. The technology and partnerships to make that shift exist today. The question isn’t whether to make the move. It’s how soon you start.
Sources referenced:
- Parks Associates and Plume, white paper on evolving broadband subscriber experience through AI, July 2026.
- Parks Associates, presentation on connectivity and growth trends delivered at NCTC’s The Independent Show, July 2026.
- Parks Associates, research on value-added services and content bundling in broadband, 2026.
Louis A. Borrelli, Jr.
Chief Executive Officer, National Content and Technology Cooperative (NCTC)
Louis A. Borrelli, Jr. is a C level traditional and new media executive, investor and advisor, entrepreneur and recognized industry leader. A pioneer in cable television, online media and broadcast production services, Mr. Borrelli has been driving innovation in operations, marketing, business development and new product creation for more than 48 years. Mr. Borrelli is currently the Chief Executive Officer of the NCTC, representing 670 broadband and cable operators in all 50 states and the U.S. territories serving 40 million video and broadband connections. NCTC provides operational and strategic support, purchasing power for video content, hardware, software, broadband transit, transport, products and services.
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