Final: Streaming vs. Cable: Who’s Winning the TV War?

 Streaming vs. Cable: Who’s Winning the TV War?

By: Ryan van Eckhardt

Polanco, Tech Daily. Streaming TV Setup. Unsplash, 22 Sept. 2022,

    Over the last decade, streaming services like Netflix, Hulu, and Apple TV have transformed the way people watch television. The days where you had to sit through commercials or schedule your evening around a TV show are long gone. Viewers now able to enjoy on-demand access, ad-free content, and the ability to binge-watch entire seasons at once. This shift in viewing habits has not only changed how we consume content but has also raised serious challenges for the traditional cable TV networks.

    One of the biggest changes brought on by streaming is the control it has given to the viewer. People can now watch what they want, when they want, and on any device. Streaming services like Netflix have popularized binge-watching, where viewers consume entire seasons in a few days, while platforms like Disney+ attract families with exclusive releases and nostalgia-driven content. For younger generations, like Gen Z and Millennials, this kind of flexibility and convenience is to be expected, not optional. To these viewers who grew up online, streaming feels natural, while traditional cable is outdated and limiting.

    Older generations, on the other hand may still feel more comfortable with the traditional cable tv networks and can appreciate having a scheduled lineup of shows. Cable also offers bundled services that include news, sports, and local channels, which some viewers still rely on. However, even this loyal audience is stating to feel the effects of the streaming revolution. As more shows and movies become exclusive to platforms like Netflix, Hulu, Disney+, and Amazon Prime, cable subscribers are often left out of the loop. To watch certain programs, they’ll have to sign up for multiple streaming services, which can be confusing, inconvenient, or costly. This has lead to the rise of “cord-cutting,” a growing movement where people cancel their traditional cable subscriptions entirely and switch to internet-based streaming. 

    Statistics have backed up this shift. In 2015, 76% of American adults had cable or satellite TV. By 2021, that number has dropped sharply to 56%, by June 2024, streaming has accounted for nearly 40% of all TV viewing time, as of February 2025, that number has climbed to a record 43.5%. This reflects how quickly viewers have moved away from traditional television in favor of streaming. Today, more Americans stream content than watch cable, and the gap continues to grow each year. Viewer habits have fundamentally changed, people prefer the convenience, personalization, and on-demand nature of streaming. Advertisers are taking notice too, increasingly shifting their spending from traditional TV to digital platforms where audiences are more engaged and easier to target. Some view this trend as the beginning of the end for cable as we know it, unless providers find a way to innovate and stay relevant in a digital-first world.

    In response, traditional cable networks have started to adapt to their new digital environment. Major media companies like NBC and CBS have launched their own streaming platforms, Peacock and Paramount+, in an effort to stay competitive and regain lost audiences. These services have attempted to blend the strengths of cable with the flexibility of streaming by offering a mix of live TV, on-demand shows, and exclusive original content. For example, Peacock not only streams hit NBC shows like The Office, but also includes live sports coverage and breaking news.

    However, content isn’t the only reason streaming services continue to pull ahead. What sets them apart is how personalized and user-friendly the experience has become. Streaming services have the ability to recommend content tailored specifically to each viewer. Streaming services use sophisticated algorithms to track what you watch, when you watch, how often, what genres you prefer, and even how long you spend on a title. Using this data, they suggest new shows and movies that match your interests. This creates an engaging experience, making it easier for viewers to discover content they’re more likely to enjoy without having to search endlessly. This kind of user experience is one of the reasons people are drawn to streaming, it feels more modern, intuitive, and enjoyable.

    While cable still exists, the way people interact with media has changed. Younger generations especially prefer streaming because of its convenience, flexibility, and personalized features. As more households "cut the cord" and move away from cable, it raises the question, can traditional TV survive in the long run? At the same time, the growing number of streaming platforms has led to what many call “subscription fatigue.” Viewers are getting frustrated with having to subscribe to multiple services, each with its own fee, just to keep up with all their favorite shows. This could eventually push some people back toward bundled options or encourage streaming companies to rethink how they offer content. 

    In the end, streaming services haven’t just changed the technology we use, they’ve changed our habits, expectations, and the entire entertainment industry. Whether this leads to the end of cable TV or forces it to adapt in new ways, one thing is clear, the way we watch TV will never be the same.

Penin, Thibault. A Television with the Netflix Logo Lit Up in the Dark. Unsplash, 2019, 
https://unsplash.com/photos/a-television-with-the-netflix-logo-lit-up-in-the-dark-GrzoKN1aqSg

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