As more people ditch cable for streaming apps, many aren’t looking back. New research from All About Cookies tracked who’s leaving cable, how much people actually spend on streaming, and whether anyone regrets the switch. The study found that respondents are trimming subscriptions, hunting deals, and spending far less than they did on cable.
What the Study Found (Quick Takeaways)
- Cord-cutting satisfaction is high: only 5% of cord-cutters regret the switch.
- Nearly two-thirds of cord-cutters (64%) dropped a streaming service or moved to a cheaper/ad-supported plan this year because of rising costs.
- The average American subscribes to about 3.4 streaming services and pays roughly $48.13/month — about $35 less than the average cable bill.
- Only 15% subscribe to Apple TV, the lowest adoption rate among traditional streamers included in the survey.
- Less than a third (30%) of Americans still use traditional cable or satellite TV.
More Cord Cutting Data Revealed
All About Cookies surveyed 1,000 people to understand whether consumers have cut cable, what streaming services they keep or drop, how much they spend, and how they feel about their choices. The study breaks out generational differences, subscription counts, and reasons for cancellations with cost and price hikes showing up as the top drivers of change.
- Subscription concentration: Netflix and Prime Video remain dominant (69% and 66%, respectively), while smaller platforms (notably Apple TV) lag in adoption. That low Apple TV adoption (15%) signals either a content/marketing gap or that many viewers prioritize bundled services.
- Generation gap: younger viewers are far less likely to keep cable. Gen Z reported some of the lowest cable adoption rates (21%) in the survey, while Baby Boomers were the highest (37%). This trend accelerates the long-term decline of traditional pay TV.
- Satisfaction beats expectations: even with churn and cost-cutting, only 5% regret cutting the cord, meaning most consumers feel they’re getting acceptable value from their chosen mix of streaming services.
Per the survey, cost is the new battleground for many subscribers. While streaming once looked like an obvious cost-saver, repeated price increases have pushed many users to either cancel services or accept ad-supported tiers. That shift explains why the average household now juggles about three services and still pays significantly less than a cable bill, but also why churn is rising.
The Big Picture
Cord cutters looking to save on their monthly expenses should always audit their lineup. List every subscription and the monthly cost, then ask what you actually watch. If a service is a “maybe” rather than a “must,” consider pausing or switching to an ad-supported tier.
Another strategy is to rotate premium services and keep the 1 or 2 “must-have” platforms year-round. Rotate a third for new series or sports seasons to keep the total cost manageable. Be careful when bundling or using promos. Although bundles can save money, check whether you’re paying for extras you don’t use. Per the study, many consumers pay less for streaming overall than cable, but unnecessary add-ons quickly eat into savings.
For the big picture, the research shows a market in churn. Streaming platforms that push frequent price hikes risk higher cancellation rates, and those that lean into lower-cost or ad-supported tiers stand to retain more customers. For publishers and advertisers, rising adoption of ad-supported plans could mean bigger audiences, but only if platforms maintain content quality and ease of use. The survey found that cost is shaping streaming’s next phase, but if consumers are willing to trim, rotate, and shop smart, there are still big savings available.
Credit: All About Cookies