Cable nostalgia continues as streaming costs rise and options increase

Streaming has taken the entertainment world by storm, overshadowing traditional cable and broadcast TV. But believe it or not, some folks are feeling the pull to go back to cable. It’s not as common as cutting the cord, but recent reports show that more people are making the switch back to traditional pay-TV services.

TiVo’s Q2 2025 Video Trends Report: North America found that the number of people who have gone from cutting the cord to subscribing to cable again has increased by about 10 percent, now sitting at 31.9 percent. While this change may not be the norm, it’s worth noting that some folks are feeling the urge to go back to the cable box.

A TiVo survey of over 4,500 adults in the US and Canada defines traditional TV services as pay-TV platforms that offer linear television through cable, satellite, or managed IPTV platforms. And while TiVo has its own skin in the game, selling an IPTV platform, it’s interesting to see this “cord reviving” trend gaining some traction.

What’s driving this trend? Well, according to a TiVo spokesperson, it’s a mix of factors like internet bundle costs, familiarity, and the appeal of local content like sports and news. It’s also likely that those returning to cable are still using streaming services alongside their traditional TV subscriptions.

Even though streaming is the big cheese right now, some viewers are feeling a sense of nostalgia for the good old days of cable. It’s not just the older crowd either; younger generations are joining the conversation, too. And with the rise of streaming services comes criticism – think rising prices, more ads, and fragmented content that can leave viewers feeling dissatisfied.

TiVo’s research also revealed that over 25 percent of respondents had dropped a subscription video-on-demand service in the last six months. Why? Well, the biggest reason is that they signed up just to watch a particular show or movie and didn’t find anything else worth sticking around for. Cost was also cited as a factor in people canceling their streaming subscriptions.

Antenna’s Q3 2025 State of the Subscriptions report further highlights the issue with high churn rates for SVOD streaming services. This means that subscribers are canceling services at a notable rate, showing that there’s a problem with retention in the streaming world.

In addition to the usual suspects of cost and ads, we saw how real-life events can impact streaming subscriptions, like when Disney+ faced a wave of cancellations after halting Jimmy Kimmel Live! (though the show has since returned). So, while streaming fatigue may be prompting some to seek solace in cable, the larger takeaway here is that the streaming landscape is changing, and viewers are looking for more value and satisfaction from their entertainment options.