"The share of respondents who cut the cord but later decided to resubscribe to a traditional TV service has increased about 10 percent, to 31.9 percent in Q2 2025. TiVo's report is based on a survey conducted by an unspecified third-party survey service in Q2 2025. The respondents are 4,510 people who are at least 18 years old and living in the US or Canada, and the survey defines traditional TV services as pay-TV platforms offering linear television via cable, satellite, or managed IPTV platforms."
"It's important to note that TiVo is far from an impartial observer. In addition to selling an IPTV platform, its parent company, Xperi, works with cable, broadband, and pay-TV providers and would directly benefit from the existence or perception of a cord reviving "trend." This isn't the first time we've heard of streaming customers returning to cable. Surveys of 3,055 US adults in 2013 and 2025 by CouponCabin found that"
Streaming is overtaking broadcast, cable, and satellite, but a smaller practice called cord reviving has emerged where former cord cutters resubscribe to traditional pay-TV. A Q2 2025 survey of 4,510 US and Canadian adults found 31.9% of respondents who had cut the cord later resubscribed to traditional pay-TV, a roughly 10% increase. Traditional TV services are defined as pay-TV platforms offering linear television via cable, satellite, or managed IPTV. Drivers of resubscription include internet bundle costs, familiarity of use, and local content such as sports and news. Corporate ties between platform vendors and pay-TV providers may influence perceptions of the trend.
Read at Ars Technica
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