Streaming is overtaking broadcast, cable, and satellite. But amid all the cord cutting lies a much smaller, yet intriguing, practice: going back to cable .

Cord reviving is when cord cutters, or people who previously abandoned traditional TV services in favor of streaming, decide to go back to traditional pay-TV services, like cable.

There's no doubt that this happens far less frequently than cord cutting. But TiVo's Q2 2025 Video Trends Report: North America released today points to growth in cord reviving. It reads:

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. Th

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