Charter Communications, the nation’s largest cable TV operator, is launching the Spectrum App Store for its flagship TV brand. The digital storefront — accessible through the My Spectrum App and on Spectrum.net — will allow Spectrum customers without a traditional TV package to manage and purchase streaming apps à la carte. The move is an effort to appeal to younger audiences, which cable has been losing to streaming standalones like YouTube for the past 10 years. Charter also announced Spectrum is partnering with Apple to present a slate of immersive 2025-26 season L.A. Lakers games on the Apple Vision Pro mixed-reality headset.

“The Apple Vision deal will give fans the feeling like they are sitting courtside,” writes Deadline in coverage of Charter’s live announcement event in New York City last week, where Charter CEO Chris Winfrey hosted a chat with ESPN Chairman Jimmy Pitaro and AMC Networks CEO Kristin Dolan on the business of broadband.

Winfrey also unveiled the new ad “Where’s My Knicks Game?” featuring comedian Tracy Morgan and 1990s Knicks all-star John Starks. Fragmentation in sporting events being among fans’ biggest frustrations, the topic is “something Charter is trying to simplify” through messaging via its new marketing campaign, themed “Seamless Entertainment” as well as the Spectrum App Store, reports Deadline.

Spectrum President of Product & Technology Rich DiGeronimo says in a newsroom post that the Spectrum App Store offers customers “a simpler way to enjoy the up to $125 per month worth of streaming apps that our Seamless Entertainment experience provides” while simultaneously creating new opportunities for programming partners to connect with Spectrum’s “non-video customers,” (i.e., Internet subscribers).

Charter’s initiative is “part of a big push to promote its broadband and video services as offering not just cable channels” but an array of streaming platforms and services, reports Variety.

After a decade of declining subscriptions for classic pay-TV packages that signaled a massive shift in the viewership landscape, companies like Charter that were built on the cable TV boom of the 1990s and aughts are now trying to appeal to the generation of viewers raised on streaming.

In July, Charter competitor Comcast launched the StreamStore to showcase products from its Xfinity brand. While both companies offer multiple individual apps via Google Play and the Apple App Store, as ISP gatekeepers that both now offer mobile service, their new digital storefronts could eventually gain traction and compete with those top app destinations.