May 12, 2025 – For years, industry watchers have marveled at the resilience of cable TV providers like Comcast and Spectrum, despite the meteoric rise of streaming services. With less than 50 million cable TV subscribers remaining in the United States, one might expect a steeper decline. However, a lesser-known factor is propping up the industry: millions of customers are locked into cable TV subscriptions through their apartment complexes or homeowners’ associations (HOAs), with no option to opt out. This comes as cable TV companies and satellite companies lost 1 million customers in the first three months of 2025.
Over the past decade, cable companies have quietly forged lucrative partnerships with apartment owners and HOAs, embedding cable TV and internet services into rental contracts or mandatory HOA fees. These deals ensure that tenants and homeowners pay for cable TV, whether they use it or not. According to iProperty Management, the U.S. is home to 355,000 HOAs, representing roughly 40 million housing units. If even a quarter of these HOAs have partnered with cable providers, that alone could account for 10 million cable TV subscribers—about 20% of the industry’s total customer base.
Apartment complexes add millions more to this captive audience. The National Multifamily Housing Council estimates there are over 20 million apartment units nationwide, and a growing number bundle cable TV and internet into rent payments. For renters, this means cable TV is non-negotiable, even if they prefer streaming platforms like Netflix or YouTube TV. Combined, these HOA and apartment deals could easily contribute 15 million subscribers to cable providers, providing a critical buffer for an industry battered by cord-cutting.
Businesses also play a significant role in sustaining cable TV. Hotels, restaurants, hospitals, and other commercial establishments often rely on cable TV due to the lack of viable streaming alternatives for their needs. These contracts, while less visible than residential subscriptions, further bolster providers like Comcast and Spectrum.
This phenomenon has given rise to a new trend: “cable TV quiet quitters.” These are customers who pay for cable TV—often because it’s bundled into their rent or HOA fees—but never use it, opting instead for streaming services. For many, there’s no way to escape the cost.
Consumer advocates argue these arrangements limit choice and inflate costs. “People should be able to pick the services they want, not be forced into paying for something they don’t use,” said John Rivera, a policy analyst at the Consumer Freedom Institute. However, cable companies defend the practice, citing the convenience of bundled services and the infrastructure costs they cover for apartment complexes and HOAs.
As streaming continues to dominate, the cable TV industry’s reliance on these locked-in customers highlights a business model under strain. For now, HOAs, apartments, and businesses are keeping cable TV alive, but pressure is mounting for more consumer choice.