As streaming prices continue to climb, some viewers are crawling back to cable

• A survey shows 22% of former cord-cutters have returned to cable, while nearly half of Americans have canceled at least one streaming service due to rising costs and platform overload. Streaming services have raised prices multiple times, making affordability a key issue.
• Streaming, once seen as the budget-friendly option, now costs the average American over $500 per year, prompting a reevaluation of its value compared to cable.
• Box office revenue has declined by 11%, with theaters reinventing the moviegoing experience to compete with streaming fatigue and changing viewer habits.

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More viewers are rethinking their streaming habits as costs climb and content spreads across platforms. What was once seen as a cheaper, ad-free alternative to cable is starting to look a lot like the system people tried to escape.

In a recent survey conducted by Coupon Cabin and highlighted by Fortune, 22% of people who had previously cut the cord said they’ve returned to cable. Another 6% are considering making the switch.

This surprising trend is renewing interest in the streaming vs cable debate.

Nearly half of Americans surveyed said they canceled at least one streaming service because of rising prices. Others said they unsubscribed simply because there are too many platforms to manage.

From Netflix and Hulu to Peacock and Starz, most streaming services have raised prices since they launched. Many have increased prices more than once — including for plans that still include ads.

Streaming vs. cable: Which is more affordable now?

Streaming was once considered a budget-friendly alternative to traditional cable packages. But a December report from Reviews.org says the average American now spends $42.38 per month on streaming services, which adds up to over $500 per year.

As viewers weigh their options, the affordability of streaming vs cable is once again in question.

Streaming may also impact movie theater attendance

On social media, some users argue that going to the movies is no longer necessary since most films eventually hit streaming platforms.

But if streaming fatigue sets in, it could change how audiences consume content, including in theaters.

Box office revenue continues to decline

The Los Angeles Times reports that box office revenue is down 11% compared to the same period last year. That follows a steady decline since the pandemic.

The drop in attendance isn’t just because of streaming. Rising ticket prices, costly concessions, and fewer big-budget blockbusters are also to blame. Many major releases were delayed or scaled down due to pandemic disruptions.

Despite the challenges, local theaters aren’t backing down. Many are reinventing the moviegoing experience by offering dinner-and-a-movie packages, special event nights, or niche screenings to attract new crowds.

As the tension between streaming and cable builds, theaters are working hard to stay relevant.

The future of how we watch is still evolving

Streaming platforms were supposed to give viewers more control. But with higher prices, more ads, and shows released weekly again, many say it feels a lot like cable all over again.

Whether more viewers return to cable — or streaming pivots again — the way we watch is changing fast.