Cable TV has been the staple of many homes since the 1980s. However, in recent years, cable companies have faced stiff competition from streaming services, which have completely revolutionized how people consume media.
But, despite the increasing popularity of streaming services, several cable companies have held firm. However, that is changing rapidly, with several major cable companies shifting from traditional TV to streaming to meet evolving audience demand.
The decline of traditional cable TV
Cable TV was once a cash cow, but it is now declining faster than anyone could have imagined, with some experts warning that it could soon become extinct.
The decline has been driven by several factors, including:
A shrinking subscriber base
One of the biggest reasons for cable TV’s decline is a shrinking subscriber base.
According to a report by S&P Global Market Intelligence, the American cable TV sector has lost subscribers for the ninth consecutive year.
The declining subscriber base has significantly reshaped the media industry, with cable V’s market penetration going from over 80% in 2011 to just 34.4% in 2024.
Several factors have led to cable TV’s shrinking customer base. The first and foremost factor is the rise of cord-cutting, as many subscribers have abandoned pay TV in favor of streaming services.
Another primary reason is the high cost of cable TV packages.
According to a Cord Cutters News survey, the average cost of cable TV packages is over $100, with 41.6% of customers paying over $150. Subscribers also have to contend with additional expenses such as equipment purchase/rental, installation and activation fees, and surcharges.
In contrast, some streaming services offer packages as low as $7.99 a month, with most plans having no hidden (extra) fees. Additionally, consumers now have access to many FAST streaming services, which they can enjoy for free in exchange for watching ads.
Competition from streaming services
Competition from streaming services is another factor driving the decline of cable TV. According to data by Evoca, cord-cutting households in the United States rose from 37.3 million in 2018 to 73.2 million in 2024, and this is projected to reach over 80 million in 2026.
There are several reasons driving consumers to switch from cable TV to streaming services, the top being affordability.
The on-demand nature of streaming services also makes them flexible, giving users more control over their viewing experience. This makes streaming more appealing than traditional broadcast TV.
The rise of streaming services that offer live TV packages similar to those of broadcast TV has also severely affected cable TV.
Platforms like YouTube TV and Hulu Live TV offer nearly all the channels you can find on cable TV, but their prices are often more competitive. Therefore, they can appeal to many users who want to enjoy live TV without the hassles of cable TV contracts.
Lastly, technology has played an enormous role in driving consumers away from cable TV and toward streaming services. The widespread availability of high-speed internet and the proliferation of streaming devices have made streaming more reliable and accessible for many people.
Cable giants pivoting to streaming
The decline in pay TV and rise of streaming services is forcing many cable companies to shut down their services. However, some companies have moved in another direction, transitioning to streaming to keep up with the changing consumer needs.
Over the past few years, several major cable companies have abandoned their linear TV nature and switched to streaming services. Others have found a workaround by establishing streaming services while still maintaining their cable TV packages.
Below are some of the major cable TV providers that have since switched to streaming:
Comcast
Comcast is one of the giant cable companies that has switched to streaming. It launched the Peacock streaming service in 2020 via its subsidiary, NBCUniversal.
In 2023, Comcast launched Now TV, a second streaming service that offers live cable channels, FAST channels, and Peacock Premium. Additionally, the company provides a streaming service via the Xfinity X1 box and the Xfinity Stream app.
Comcast, though, has not completely switched to streaming, as it still offers cable TV packages via Xfinity.
Warner Bros. Discovery
Warner Bros. Discovery may not be your typical cable company; it has never offered cable TV packages to consumers. However, it owns an extensive portfolio of cable TV channels, like CNN, Discovery, HBO, Food Network, TNT, and others, available in various pay TV packages.
Despite its extensive portfolio of popular cable channels, Warner Bros. Discovery has also transitioned to the streaming era, launching two streaming platforms, Max and Discovery+.
The Walt Disney Company
Like Warner Bros. Discovery, Disney has not offered cable TV packages, but has a portfolio of cable channels, including ESPN linear channels, Disney channels, FX networks, ABC, and others.
Disney has also embraced streaming, most notably with the launch of Disney+ in 2019. The company also owns two other streaming platforms: Hulu and ESPN+.
Charter Communications
Charter Communications via Spectrum has been one of the major cable companies in the United States for many years. However, it has been slowly phasing out its cable TV service in favor of streaming.
In 2023, Spectrum started phasing out its cable TV boxes and replacing them with the Xumo Stream box, thus allowing users to stream their cable TV channels via the box.
In 2024, the cable company introduced streaming-only packages: the Spectrum TV Stream and Spectrum TV Stream Latino.
In October 2025, the company launched the Spectrum App, which allowed users to access Spectrum’s TV plans and several streaming services, including Hulu, Disney+, ESPN, Paramount+, Peacock, Max, and others.
Additionally, the company has announced plans to discontinue its cable boxes, with new customers receiving a streaming-only option via Xumo.
Breezeline
Breezeline is a cable TV and internet provider operating on the East Coast. It is one of the cable companies that is embracing a complete transition from traditional pay TV to streaming.
In 2023, the company started transitioning its customers from cable TV plans to Breezeline Stream TV, an IPTV-based streaming service.
Challenges facing cable companies transitioning to streaming
Cable companies that embrace streaming can enjoy several benefits, such as a wider audience and global reach. However, they are also likely to encounter several challenges when transitioning to streaming.
One of the biggest challenges is the intense competition from already existing streaming giants and new platforms. And while streaming has a larger audience, the number of available subscribers is limited, so companies have to invest heavily in subscriber acquisition to gain an edge.
The proliferation of streaming services has also led to another challenge: market saturation.
In most cases, having several options is good for consumers. However, in the streaming sector, market saturation is leading to subscription fatigue, prompting many consumers to cancel their subscriptions.
Additionally, the abundance of streaming platforms means that consumers can easily switch between services if they are not satisfied. As a result, many streaming companies are experiencing high subscription churn rates, leading to significant losses.
Lastly, cable companies embracing streaming must find a balance between their streaming offerings and the legacy of their linear TV services. This is the only way they can attract new audiences while keeping their services viable for their pay-TV demographic.