As digital connectivity becomes increasingly central to everyday life — powering work, entertainment, commerce, health, education, and social interaction — the U.S. telecommunications sector is positioned for continued expansion. Though the industry confronts competitive pressures and significant investment demands, growth opportunities across wireless, internet, and TV services remain substantial. Forward-looking telecom companies are preparing not only to expand their networks but to enhance customer experience at every interaction, largely through sophisticated, multichannel marketing that meets customers wherever they consume content. 

Broadband and Telecom Market Growth: Industry Outlook 

The broader U.S. telecommunications landscape is on a growth trajectory. According to Grand View Research, the U.S. telecom services market is projected to expand from approximately $522.8 billion in 2025 to $725.7 billion by 2030, reflecting strong long-term momentum across core services, particularly mobile data and broadband offerings.  

This growth is underpinned by the proliferation of high-speed connectivity demand, rising consumer data usage, and the adoption of new technologies such as 5G, fiber broadband, and hybrid service bundles that combine wireless, internet, and TV services. 

Wireless: The 5G-Driven Expansion 

The wireless segment continues to be a major driver of subscriber growth and innovation. In the United States, 5G network penetration has rapidly ascended, with coverage surpassing 99% of the population as of 2025, according to Market.us This near-ubiquitous availability reflects the culmination of extensive network deployments by major carriers and underpins a broad migration of customers to next-generation mobile plans.  

Approximately 178 million mobile subscribers will consider adding a new line or upgrading their service in 2026.¹

Internet Services: Broadband Adoption and Consumer Expectations 

The demand for high-speed internet connectivity continues to accelerate. Another report from Grand View Research shows the U.S. broadband services market alone is expected to grow from about $74 billion in 2024 to nearly $113.8 billion by 2030, fueled by strong interest in fiber-optic and wireless broadband solutions. Fiber tends to lead in revenue generation, but wireless broadband (particularly 5G-based FWA) is often the fastest growing segment — reflecting consumer demand for flexible, high-bandwidth home internet options.  

This trend underscores a shift in how households access internet services. Historically dominated by cable and DSL technologies, the broadband landscape is now competitive, with wireless-based offerings attracting customers who seek high-speed alternatives without extensive physical infrastructure. As networks improve and prices stabilize, consumers can expect greater choice and more competition in service plans. 

An estimated 36 million households are projected to switch or open a new internet service account over the next 12 months.²

TV and Video: Shifts Toward Streaming and Connected TV 

While traditional pay-TV subscription volumes have softened in recent years amid cord-cutting trends, opportunities persist in the Connected TV (CTV) and streaming ecosystem. Major telecom and cable operators are leveraging aggregated platforms and partnerships to retain video revenue and capture audience engagement in new formats. 

Unlike legacy pay-TV, CTV — which includes internet-connected TV services and apps — aligns with consumer preferences for on-demand viewing and personalized content. As broadband adoption and high-speed data consume patterns intensify, CTV has become a critical part of telecom operators’ service portfolios. 

For marketers and service providers, understanding how consumers engage with video content across devices — from mobile phones to living-room smart TVs — is essential to retention strategies and growth in this segment. 

Roughly 47 million households are likely to open a new account or upgrade/switch their TV service provider this year.³

What Is Driving Telecom Growth? 

Several key factors are driving growth across wireless, internet, and TV services: 

• Technological innovation: 5G and fiber broadband rollouts are enabling faster speeds, lower latency, and broader service capabilities that appeal to both consumers and enterprise customers. 

• Consumer demand for data: Rising digital consumption — including streaming, gaming, remote work, and connected IoT devices — is increasing average data usage per subscriber. 

• Flexible service adoption: Customers increasingly seek flexible service bundles that combine wireless, internet, and video offerings — often with incentives such as price locks, unlimited data, or premium content access. 

• Competition and promotions: Aggressive pricing and promotional plans by carriers help drive net additions in subscribers and reduce churn. 

• Policy and investments: Federal broadband subsidy programs and investment incentives contribute to infrastructure deployments in underserved areas. 

The Importance of a Multichannel, Full-Funnel Marketing Strategy 

In a crowded marketplace where frictionless switching and informed purchasing decisions have become the norm, multichannel, full-funnel marketing is essential. Telecom brands must connect with potential subscribers at every stage — from initial awareness to final purchase and ongoing loyalty — through coordinated marketing across channels such as: 

• Paid Social: Targeted ads on META platforms for B2C or LinkedIn for B2B can drive early funnel awareness and consideration, especially among segments with specific needs. 

• Mobile: Given the ubiquitous use of smartphones, mobile ads can reach consumers in geofenced locations with limited-time, in-store offers or incentives for timely conversion. 

• Digital Display: Programmatic display ads across premium content sites help sustain brand visibility with targeted audiences during each funnel stage. 

• Connected TV: CTV advertising enables telecom brands to engage cord-cutters and streaming-savvy audiences with high-impact creative between premium video content, driving both brand awareness and conversion. 

• Digital Out-of-Home: Strategically placed DOOH signage in transit hubs, malls, and urban centers reinforces brand messages and helps influence decisions among consumers in daily life contexts. 

• Mailbox: Direct or shared mail enables segmented messaging – from market level to individual households – complementing digital touchpoints with tactile engagement and measurable response data. 

• Search Engine Marketing: SEM ensures that brands are visible when consumers and businesses are actively researching service plans or comparisons, enabling conversion at the point of intent. 

By weaving these channels into a cohesive, full-funnel strategy, telecom providers can generate measurable engagement, nurture prospects through the consideration process, and reduce acquisition costs while improving customer lifetime value. Successful marketing orchestration also enhances cross-sell and upsell opportunities — critical in an ecosystem where customers are increasingly receptive to multi-service packages. 

Conclusion 

The U.S. telecom industry is poised for continued growth in the coming years. While competition remains intense and infrastructure investments substantial, carriers that prioritize innovation, network quality, and customer engagement strategies stand to benefit. 

Consumers and businesses can anticipate more choice, faster connectivity, and personalized experiences across wireless, internet, and TV services. To convert this demand into sustainable growth, telecom brands must invest in multichannel, full-funnel marketing approaches that reach customers across paid social, mobile, digital display, CTV, DOOH, mailbox, and SEM channels — aligning messaging with how and where consumers engage with content in today’s interconnected world. 

Want to learn more about Mspark’s multichannel solutions? Connect with us for a free consultation. In the meantime, check out our Telecom Case Studies.  

Sources: Statista, PR Newswire, EY.