By Kayla DeKraker
A major shift is underway in the television industry as a regional cable provider phases out its streaming TV service and directs customers toward YouTube TV instead.
Colorado-based Wow!, a regional broadband provider, originally launched Wow! TV+, an Android TV-powered streaming service, in 2020. But since 2023, after striking a deal with Google, the company has been gradually moving its customers to YouTube TV. The full transition is expected to be completed by mid-2026, at which point all remaining customers will need to switch to YouTube TV or find an alternative provider.
This strategy allows the company to reduce the costs associated with maintaining a TV streaming platform.
Ultimately, the update is good news for customers.
Related: American’s Are Forgoing Cable TV Due to High Costs
“Most of our customers experience a TV price decrease after moving to YouTube TV,” Andrew Walton, head of communications for the Wow!, told USA TODAY. The company primarily services states in the Midwest and Southeast.
“The agreement with YouTube TV is good for Wow! and for our customers,” he added. “For Wow!, it advances our broadband-first strategy and addresses fundamental changes in the TV business, including escalating content costs and changes in the way viewers consume content.”
Cord Cutters explained that Wow! will deliver “enhanced value to its subscribers” through YouTube TV, as customers can access unlimited cloud DVR storage, simultaneous streaming and personalized recommendations through their existing Wow! broadband internet service.
Walton also said that Wow! will also begin gradually transitioning traditional cable subscribers — those who don’t have Wow! TV+ — to YouTube TV, though a specific date isn’t set.
Other companies have made similar decisions.
Last year, TelevisaUnivision channels joined YouTube TV. The Hollywood Reporter said, “The deal sees TelevisaUnivision’s U.S. channels, Univision, UNIMÁS, TUDN, and Galavisión, return to the base tier and Spanish-language plans of YouTube TV, beginning… It will also see the ViX streaming service sold through YouTube Primetime Channels in the U.S. and Mexico, the first time the service has been available in that country.”
It makes sense why companies would flock to join forces with YouTube. Nielsen reported that for January 2026, total YouTube viewership sat at 12.5%. It surpassed Disney, which had 11.9% of viewers, and Netflix which had 8.8%.
These moves speak to a broader change as people continue to choose streaming platforms over traditional television. Although cable and individual broadband streaming services still exist, it looks like consolidation onto platforms like YouTube TV might be the future.
Read Next: How Basic Cable is Changing As Streaming Platforms Gain Momentum
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