In a dramatic shift that has stunned industry analysts, the long-standing trend of cord-cutting has hit a significant roadblock. For the first time in eight years, traditional pay television providers in markets like the US have reported an increase in subscribers, a development with clear implications for the UK media landscape.
The Surprising Quarter That Broke the Trend
The reversal occurred during the third quarter of 2025, according to data from MoffettNathanson's Cord-Cutting Monitor report cited by Light Reading. Over 303,000 subscribers returned to traditional cable providers in that period, marking a notable break from years of consistent decline. This contributed to the overall pay TV subscriber count—encompassing cable, satellite, telco, and internet-based services—rising to an estimated 64.77 million.
This growth reversed a year-on-year loss of 274,000 and signalled the most positive shift for an industry long plagued by viewers abandoning ship. Furthermore, the annual rate of subscriber decline eased, improving from -6.4% to -5.8%.
Analysts point to a combination of factors for this unexpected bump. While traditional cable and satellite providers still experienced net losses, those losses were significantly reduced. The real engine of growth was the virtual multichannel video programming distributors (vMVPDs)—internet-delivered live TV services like YouTube TV. vMVPDs added roughly 750,000 subscribers in Q3 2025, pushing their total footprint to over 21 million.
The Soaring Cost of the Streaming Dream
The primary driver behind this shift appears to be a profound consumer frustration with the evolving streaming market. What began as a cheap and flexible alternative to costly cable packages has become increasingly expensive and fragmented.
A key report from Deloitte, published in March 2025, laid bare the financial reality. It found that the average US viewer now pays for four streaming services, spending $69 per month—a sharp increase of 13% from the previous year. When compared to an average cable or satellite bill of around $125, the gap is narrowing, especially when additional streaming frustrations are factored in.
Viewers are increasingly annoyed by extra fees for new movie releases and, crucially, regional sports blackouts. These blackouts occur when exclusive local broadcasting rights prevent streaming services from showing live games, often forcing fans to purchase expensive add-ons just to watch their home teams.
Deloitte's Digital Media Trends report revealed deep consumer discontent: nearly half of streaming subscribers believe they pay too much, and 41% feel the content isn't worth the cost. A significant 60% said they would cancel a service if its price rose by just $5 per month.
A Temporary Respite or a Lasting Change?
Despite the encouraging numbers, industry watchers are cautious, warning that this gain may be temporary. A substantial portion of the Q3 growth coincided with the start of the NFL regular season, a period that historically boosts pay TV subscriptions as sports fans sign up for access to live games. This seasonal surge could abate once the football season concludes.
The debate has spilled over onto social media, encapsulating the consumer dilemma. One user lamented in October 2025 that their combined monthly fees for YouTube TV, Netflix, HBO Max, and Peacock had reached $128, asking if it was time to switch back to cable. "They became the evil they sought to destroy," they wrote.
Responses highlighted the split in viewer priorities. Some praised cable for its "consistency of channel lineup and no service interruptions," with one person noting they never cut the cord because adding desired streaming services erased any potential savings. Others countered that cable's fundamental problem is a lack of compelling content, asking, "what are you even paying for?"
The third quarter of 2025 has undoubtedly delivered a shock to the entertainment ecosystem. It proves that the cord-cutting narrative is not a one-way street. As streaming services continue to raise prices and replicate the bundled, complex model of old pay TV, a segment of consumers is demonstrating a willingness to return to more traditional, if pricier, packages—especially for reliable access to live sports. Whether this marks a true reversal or merely a seasonal pause in the decline will be one of the most closely watched trends in media for 2026.
