Client Story: Driving scale through distribution in Updater’s Marketplace
Client background
A leading TV & Internet provider* with a national footprint covers approximately 57 million households across the U.S., including 20 million renter households. Their challenge was clear: continue expanding distribution to reach movers at scale and capture the moments when residents are most likely to switch providers.
The challenge
Even with existing massive market coverage, the provider faced hurdles:
- Reaching movers at the exact decision-making moment
- Scaling efficiently without increasing acquisition costs; specifically:
- without scaling the organization
- without growing headcount or additional sales team members
- without increasing organizational overhead
- Converting renters – one of the most valuable yet transient customer bases
The solution: the Updater Marketplace
Joining Updater’s Marketplace gave one of the largest US TV and internet providers access to proprietary audiences of movers, people actively in the process of choosing or switching essential services.
By embedding the provider’s offerings into Updater’s mover journeys, the provider tapped into 25% of all U.S. movers annually (6M+ potential movers and switchers in 2025).
Results
The partnership delivered growth that far outpaced traditional channels:
- +45,000 incremental TV and internet units sold in 2025 from Updater’s proprietary audiences
- Consistent double-digit YoY unit growth since 2022
- 65% YoY growth in 2025 alone, pacing well above the industry average
Why it works
- Updater connects the provider directly with renters at the exact moment they make decisions about TV and internet services.
- The Marketplace delivers access to one of the largest proprietary mover audiences in the US, ensuring unmatched reach and consistent demand.
- Incremental sales are achieved efficiently, allowing the provider to scale without driving up traditional marketing or acquisition costs.
- Updater secures the provider direct access and integrations with hundreds of leading property management companies, enabling seamless distribution where movers already live and make decisions.
Conclusion
By partnering with Updater, this national provider not only scaled its mover acquisition strategy but also unlocked a new, high-value distribution channel. With consistent double-digit growth and hundreds of thousands of incremental sales, Updater’s Marketplace has become a critical driver of their continued success.
* Provider wishes to remain anonymous.
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