Video streaming has always been positioned as a cheaper and more versatile alternative to cable and satellite TV, and users have been cutting the cord for years.
However, after crossing some significant viewership milestones last year, streaming may be seeing some pressure from cable now, as new data from Coupon Cabin suggests that nearly a quarter of Americans have returned to cable and others still are considering switching back to cable.
A Return to Cable Over Streaming?
According to research, which includes data from 2025 compared to 2013, 22% of Americans have returned to cable, and another 6% are considering making the switch back.
In addition, 47% of Americans have canceled at least one streaming subscription due to the increasing costs, and a pretty significant 76% say the number of streaming services and amount of content has become overwhelming.
The idea that viewers prefer streaming and are cutting the cord at a blistering pace may be a little overstated, as the research finds that 61% of Americans don’t want to lose traditional live TV due to cable being more reliable (27%), preference for a traditional channel lineup (18%) and resistance to learn a new way to watch TV (13%).
Nearly 30% of those who won’t cut cable say switching to streaming feels overwhelming.
Why Users Cut the Cord
Other interesting data points look at why consumers cut the cord. In 2013, 43% of U.S. adults say they wouldn’t cancel cable because they relied on it for live sports. However, that fell to 29% in 2025. Maybe that 29% has never tried to watch an in-market NBA game without paying for cable or another live TV service like YouTube TV, which has been a personal gripe of mine.
The most common reason for cutting the cord, however, was cost. In 2013, 55% said they would cut the cord if they couldn’t afford cable, and by 2025, that figure is only slightly lower at 49%.
According to the data, cable TV prices skyrocketed over the years, with the majority of cable subscribers in 2025 paying close to $150 compared to 69% who paid under $100 in 2013. However, streaming may still be the more affordable option, with 72% of streamers paying under $100 per month.
