The Full Circle of Cord-Cutting: Why Many Are Now Ditching "Streaming Cable" Too

The world of television has been in a constant state of flux since I cut the cord back in January 2011. For years, the big story was the mass exodus from traditional cable and satellite to streaming. Services like Netflix, Hulu, and later, the rise of what became known as vMVPDs (virtual Multichannel Video Programming Distributors) like Sling TV, YouTube TV, and Fubo, offered a lifeline for those wanting live TV without the cable company strings. These vMVPDs were initially seen as the perfect middle ground—a "skinny bundle" that brought cable channels over the internet.

However, recent trends indicate a fascinating shift. Data from outlets like Cord Cutters News, including articles by Luke Bouma, point to a significant phenomenon: a growing number of people are not just leaving cable, but they're also cutting back on, or even entirely dropping, their vMVPD services and optimizing their individual streaming subscriptions. It seems we're entering a new phase of cord-cutting, one driven by a relentless pursuit of value and a return to the truly unbundled approach.

The Cost Creep Catches Up

For a while, vMVPDs offered a clear cost advantage over traditional cable. They were cheaper, didn't require equipment rentals, and offered more flexibility. But over the years, as content costs rose, so did their prices. Many vMVPDs now approach, or even exceed, the cost of entry-level cable packages. This "cost creep" has eroded their primary appeal for many budget-conscious consumers.

When the price difference becomes negligible, the incentive to stay with a semi-bundled service diminishes significantly, especially if a viewer primarily watches on-demand content or only a handful of live channels.

A Familiar Path: The Necessity of Early Cord-Cutting

For me, this latest trend feels familiar, almost like the cord-cutting journey coming full circle. When I first cut the cord in 2011, vMVPD services simply didn't exist in the way they do today. Sling TV, often considered the pioneer of the modern vMVPD, launched in 2015. YouTube TV and Hulu+Live TV came even later, around 2017.

So, when I made the leap from cable, there wasn't an option for "streaming cable." My approach was one born of necessity: piece together free over-the-air channels with my large outdoor antenna and an AirTV Anywhere device for local news and major network events, combine that with a few individual subscription services, and supplement with free ad-supported streaming (FAST) platforms.

Would I have embraced a vMVPD back then if they had been available? Honestly, it's hard to say. The appeal of a familiar channel lineup at a lower price might have been tempting. But the reality was, I had to find alternatives, and that led me to discover the true flexibility and cost-saving potential of a completely unbundled streaming life.

The Power of True A La Carte

What we're seeing now is more and more people discovering that same flexibility. They are realizing they can get most of the content they care about through a strategic rotation of individual streaming services, combined with robust free options and a reliable antenna setup, often for significantly less than a vMVPD.

This involves:

• Relying on a Hulu (ad-supported) account: For much of what a vMVPD DVR offers for network prime-time shows, a standard Hulu account covers a lot of ground, providing content from networks like ABC, FOX, and the CW, plus much of what NBC offers.

• Combining targeted SVODs for network content: Services like Peacock Premium Plus and Paramount Plus Premium can be subscribed to for a fraction of the cost of a full vMVPD like YouTube TV. These give you extensive access to NBC and CBS content, often available the day after airing, along with their deep libraries of exclusive shows and movies.

• Leveraging Antennas for Free Local TV: For local news, sports, and major network broadcasts, a good antenna remains an invaluable tool, providing reliable, free access to essential channels where reception is good. For whole-home viewing and DVR capabilities, there are excellent hardware options such as AirTV Anywhere (which I use with my large outdoor antenna), and Tablo (both of which I've used and like for their simplicity and no monthly fees). For those who are more tech-savvy, devices like HDHomeRun offer robust tuners for ATSC 3.0 capabilities, and they often pair with powerful software-based DVR solutions like Channels DVR or Plex, allowing for highly customized recording and media management. However, it's important to acknowledge that in "dead zones" like Waycross, GA—which, in my experience, is the biggest and most populous antenna dead zone in this part of Georgia for a city of its size—an antenna might not be viable. In such cases, the individual SVODs become even more critical for accessing that network content, still offering significant savings over a vMVPD.

• Subscribing and Canceling: Many are becoming adept at subscribing to a service for a month or two to binge a particular show, then canceling until the next season or a new must-watch series arrives.

• Embracing Free Content: The explosion of FAST channels (like Pluto TV, Tubi, Freevee) offers a vast amount of content that can fill viewing gaps without adding to the monthly bill.

This shift isn't about shunning live TV entirely, but rather about being far more deliberate and cost-conscious about how it's accessed. For sports fans, for example, it might mean a temporary subscription to Sling TV during college football season, like my own habit, and then canceling it once the season ends. The key insight is that "everything else can be found other ways."

The cord-cutting revolution continues to evolve. What started as a move away from cable has now become a deeper dive into true content customization and aggressive cost management. It’s a testament to the ingenuity of consumers finding ways to save money and tailor their entertainment exactly to their needs. My Streaming Life has always been about finding the smartest ways to watch TV without breaking the bank, and this evolution of consumer behavior proves that the pursuit of value remains at the heart of the cord-cutting movement.