Cable television, the source you turn to if you’re looking for a veritable cornucopia of drug commercials with bits of mid-tier shows aired between them, is not doing great. Of the top 10 programs for the 2025-2026 season, seven were available only on streaming platforms. The other three were available both on streaming and on broadcast television. None were solely on broadcast.
This is a generational trend, with those 55 and older being more likely to choose cable and those under that age preferring streaming services. Factor in that 28% of Americans have both cable/satellite and streaming subscriptions, and it’s easy to see which offering is winning the battle. Cable is on the way out, and this represents a huge failing not just for the cable companies and pharmaceutical advertisers, but for America as a whole.
Because, America, it’s time to admit that while streaming is great and gives us a whole host of options, it’s also terrible. When cable was king, we could turn on the TV, check the guide, and go to the on-demand offerings. It was all right there. It was one bill. There was only one company to have to deal with. Now, subscriptions rule our lives.
Not only is the cost of cable-cutting a mirage because of all the subscriptions, but we also no longer have one-stop shopping when it’s time to watch. We have to figure out which service has the program we want. We have to remember to cancel that one service we only wanted to watch that one program on. We have to wade through a panoply of garbage just as we did when we had cable. And that doesn’t even get into sports.
Sports used to be the reason that some of us got cable. Sure, there were add-ons. There were also market limitations. If you were a Tennessee Titans fan but lived closer to the Kansas City Chiefs, guess which AFC game you were getting on Sundays. At least you could watch games, though.
Now, who knows? While there is a lot on the major networks plus ESPN and its satellite stations, to get everything you’re going to need a bunch of streaming services. Then you’re right back in the same problem the streamers give us when it comes to finding shows. And you still can’t get most out-of-market games without paying for upgraded streaming options. It’s ridiculous.
Don’t get me wrong. I tuned in for “Stranger Things.” “Sean Combs: The Reckoning” was gut-wrenching but also admirable because Curtis “50 Cent” Jackson is the pettiest man on earth and no one makes petty work better than he does. Those are the only programs from the top 10 I’ve watched, but I’m admittedly not the best example. I’m more the person you look to if you want to know what’s going to get prematurely canceled.
Still, when we get below the top 10 and realize that “Matlock” comes in at 13 and see “60 Minutes” at 27, we know where viewers are tuning in, and it ain’t on a streaming platform. It’s easy to hate on boomers. It’s more challenging to admit they were right about things. Television is one of those areas, at least in terms of medium, though maybe Bari Weiss can turn “60 Minutes” into a show that appeals to those whose age doesn’t start with the number six or higher. Getting rid of that insufferable glasses guy was a good start. (Maybe replace him with Jordan the Stallion?)
Regardless, if we stay on our current trajectory, cable is eventually going to stop slowly failing and collapse all at once. Then, all we’ll be left with is streaming. Will we have a world of choices at our fingertips? Sure. Will we have to spend way more per month than if cable had figured out a way to thwart and integrate the streamers for a slightly higher price than we were paying? Absolutely.
And we have no one but ourselves to blame. We could have stood athwart our streaming services and yelled “stop,” but instead we embraced them, invited them into our homes, our lives, and our relationships. (Password sharing is a bond that outlives marriages, not because people want to see their ex’s name on the “choose profile” screen, but because they don’t want to add another monthly bill.)
We said “no” to sticking with one monthly bill and a variety of programming all under one banner. Instead, we allowed ourselves to get greedy for content while satiating the greed of the companies that owned the intellectual property we were too lazy to pirate. Now, we’re barreling towards a future littered with seemingly infinite options, so many that we often fail to choose before it’s too late to finish our offering before we go to sleep. Alternatively, we find there’s nothing to watch other than the monthly payments leaving our bank accounts.
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Rich Cromwell is a writer living in Northwest Arkansas. He produces the Cookin’ Up a Story podcast, which you can listen to here. You can also follow him on X: @rcromwell4.
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