In a significant shift in viewing habits, cord cutters are increasingly abandoning live TV streaming services like YouTube TV, Sling TV, Hulu + Live TV, and Fubo in favor of more affordable on-demand platforms such as Max, Paramount+, and Hulu’s standalone service. Cord Cutters News’s Summer 2025 survey of over 1,400 cord cutters revealed that only 48.3% are now subscribing to live TV streaming services, a notable decline from 53.8% in Spring 2025 and 51.8% in Summer 2024. This trend underscores a growing frustration with rising streaming costs and a preference for flexible, budget-friendly alternatives that better align with modern viewing preferences.
The survey highlights a broader movement among cord cutters, who are reevaluating their entertainment budgets as subscription prices climb. Live TV streaming services, once hailed as cost-effective alternatives to traditional cable, have seen price hikes in recent years. For instance, YouTube TV’s monthly cost has risen to $83, Hulu + Live TV starts at $83, and Fubo’s base plan is priced at $82.99, making these services less appealing to cost-conscious consumers. In contrast, on-demand services like Max ($9.99/month with ads), Paramount+ ($7.99/month), and Hulu’s ad-supported plan ($7.99/month) offer extensive libraries of movies, shows, and exclusive originals at a fraction of the cost, without the commitment to live programming.
Cord cutters are also embracing rotation of their streaming services where subscribers cycle through on-demand platforms based on new releases or seasonal content, canceling once they’ve watched their desired shows. This approach allows viewers to access thousands of hours of content—such as Max’s critically acclaimed series, Paramount+’s Yellowstone spinoffs, or Hulu’s award-winning originals—while keeping expenses low. The survey suggests that the availability of high-quality content on these platforms, coupled with the ability to binge-watch on-demand, is reducing the perceived need for live TV, particularly among non-sports fans.
The decline in live TV subscriptions is also driven by the growing popularity of free, ad-supported streaming services like Pluto TV, Tubi, and Roku Channel, which offer a mix of on-demand content and live channels at no cost. Additionally, cord cutters are supplementing their viewing with over-the-air antennas for local channels, further diminishing the appeal of pricey live TV bundles. “I dropped YouTube TV because I wasn’t watching half the channels, and I can get my favorite shows on Hulu or Max for way less,” said one survey respondent, echoing a common sentiment.
This shift poses challenges for live TV streaming providers, who face increased competition not only from on-demand giants like Netflix and Amazon Prime Video but also from budget-conscious consumer behavior. As one industry analyst noted, “Cord cutters are prioritizing flexibility and affordability. If live TV services don’t adapt, they risk losing even more subscribers.” With 99% of U.S. households now subscribing to at least one streaming service, the move toward on-demand platforms signals a new era in entertainment consumption, where cost and convenience reign supreme.
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