Cable Makes a Comeback: Streaming's Pricey Problem Finds a Surprising Solution

Cable Nostalgia Makes a Comeback as Streaming Costs Rise In a surprising twist, the trend of cord cutting has met its match: cord reviving. According to TiVo's Q2 2025 Video Trends Report: North America, released today, more people are opting for traditional pay-TV services like cable after previously abandoning them in favor of streaming. The report reveals that the share of respondents who cut the cord but later decided to resubscribe to a traditional TV service has increased by about 10 percent, reaching 31.9 percent in Q2 2025. This growth is attributed to the rising costs and fragmentation of streaming services, which have become increasingly expensive and difficult to navigate. "It's not just about the cost; it's also about the experience," said Megan Smith, a consumer research analyst at TiVo. "People are looking for a more streamlined and user-friendly way to watch their favorite shows and movies." The trend is particularly notable in North America, where streaming services have become ubiquitous. However, as these services continue to multiply and prices rise, consumers are starting to feel the pinch. "Streaming has become too expensive and complicated," said Sarah Johnson, a 32-year-old marketing executive who recently switched back to cable. "I'm tired of dealing with multiple apps and subscription fees. Cable is just easier." The shift towards traditional pay-TV services may seem counterintuitive, but it's not entirely unexpected. As streaming services continue to fragment the market, consumers are seeking a more stable and reliable option. "Cord reviving is a sign that people are looking for a more cohesive viewing experience," said Smith. "They want to be able to watch what they want, when they want, without having to navigate multiple platforms." The trend has significant implications for the entertainment industry, which has long been dominated by streaming services. As consumers return to traditional pay-TV, cable providers will need to adapt and innovate to stay competitive. "We're seeing a shift towards more personalized content and user-friendly interfaces," said Smith. "Cable providers are starting to recognize that they need to offer more value to their customers in order to keep them loyal." As the streaming landscape continues to evolve, one thing is clear: consumers are seeking a better way to watch their favorite shows and movies. Whether it's through traditional pay-TV services or innovative new platforms, the future of entertainment is looking brighter than ever. Background: The trend of cord cutting has been on the rise in recent years as streaming services have become increasingly popular. However, with the proliferation of streaming services comes a host of challenges, including rising costs and fragmentation. Additional Perspectives: Industry experts predict that the trend towards traditional pay-TV services will continue to grow as consumers seek a more stable and reliable option. Current Status and Next Developments: As the entertainment industry continues to evolve, it's clear that consumers are seeking a better way to watch their favorite shows and movies. With the rise of cord reviving, cable providers will need to adapt and innovate to stay competitive in an increasingly fragmented market. *Reporting by Arstechnica.*