What streamers do cord-cutters sign up for after canceling?
What streamers do cord-cutters sign up for after canceling?
New data from Antenna shows that viewers are likely to turn to a streamer that offers linear programming after canceling pay-TV.
The number of American pay-TV subscribers is continuing to shrink. Big cablers like Cox and Xfinity are doing their best to retain subscribers, but they’re fighting uphill against other video entertainment platforms for audience attention, not to mention the industry’s ever-rising prices. As more and more people leave the traditional TV ecosystem, new data from Antenna sheds light on the first things that cord-cutters do when leaving pay TV, including what kind of streaming service they’re likely to turn to first.
Key Details:
- What’s next?: Antenna’s data found that 31% of cord-cutters sign up for a new streaming service within a month.
- Top choice: Paramount+ is the most-chosen streamer for new cord-cutters.
- More than cost: Price isn’t the only factor for viewers who choose to cancel pay TV.
Antenna’s new study shows that 31% of cord-cutters sign up for a new streaming service within a month of canceling their old pay-TV plan. The numbers show that recently canceled cable subscribers sign up for streaming services at five times the normal rate in that first-month window.
So, which streaming service is benefiting the most from new cord-cutters? Antenna’s numbers show that traditional cord-cutters — those leaving a cable or satellite plan — prefer to sign up for Paramount+ first, as 13.7% of new cord-cutters choose the platform as their next streamer during the first quarter of 2026.
A look at the data shows something of an interesting trend in the top three services adopted by cord-cutters. Two of those three — Paramount+ and Peacock — offer extensive on-demand programming from major streaming services. Both also carry a selection of live sports from CBS and NBC, respectively. This offers good insight into the programming cord-cutters value most, and that they’re willing to split it between different apps if it means paying a lower price.
Of course, it also likely indicates that the world’s largest streamer, Netflix, is already so ubiquitous among American consumers that cord-cutters don’t need to sign up for it when exiting their pay-TV subscriptions.
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The data also shows that three of the top four — and six of the top 10 — most-chosen streaming plans by cord-cutters are ad-free. Clearly, pay-TV customers are craving a more premium experience and are willing to shell out a little extra to skip the commercials with their next subscription.
Antenna’s numbers also show that income level isn’t the only factor at play when pay-TV customers opt to cancel. According to Antenna estimates, the share of individuals with household incomes of less than $100,000 who canceled a pay-TV subscription between January 2024 and March 2026 is 61% — the same as the share of the general population.
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On-demand streaming prices are continuing to rise, but Antenna’s data shows that audiences aren’t swarming back to pay-TV in big numbers. They’re seeking out the content they value most from their old pay-TV plan on streamers like Paramount+ and Peacock, and it’s not just lower-income audiences who are leaving cable and satellite behind.
Paramount Plus
Paramount+ is a subscription video streaming service that includes on-demand access to 40,000+ TV show episodes from BET, CBS, Comedy Central, MTV, Nickelodeon, Nick Jr., and more. Get free access with a Walmart+ subscription.
Paramount+ includes “1883,” “Tulsa King,” “Star Trek: Discovery,” “SpongeBob SquarePants,” and “PAW Patrol.” Subscribers can watch the NFL, college football, The Masters, college basketball, UEFA Champions League, UEFA Europa League, Serie A, and NWSL. The service also offers the option to watch your live CBS affiliate. The upgraded ad-free package includes premium movies and shows from Showtime.