As The Channels Turn: Traditional TV Satisfaction Climbs While Streaming Flatlines

• Cable/Satellite TV sees an 18-point (on a 1,000-point scale) increase in overall satisfaction, with improvements across all dimensions and key performance indicators.
• Live TV Streaming remains $41 less expensive per month than Cable/Satellite TV, despite a $5 year-over-year price increase.
• Live TV Streaming holds a 99-point satisfaction advantage over Cable/Satellite TV in Value for Price Paid. 

TROY, Mich.--(BUSINESS WIRE)--Cable/Satellite TV satisfaction is gaining momentum, increasing 18 points year-over-year in overall satisfaction with improvements across all measured dimensions and key performance indicators, according to the JD Power 2026 U.S. Television Service Provider Satisfaction Study^SM, released today. This progress is occurring despite Cable/Satellite TV costing $41 more per month than Live TV Streaming, which maintains a 99-point value satisfaction advantage in Value for Price Paid. Meanwhile, Live TV Streaming satisfaction declined 3 points to 627.

"For much of the past decade, Live TV Streaming was once positioned as the primary value alternative to traditional television,” said Carl Lepper, senior director, TMT and Utilities Practice at JD Power. “While streaming providers continue to deliver excellent customer experiences, satisfaction levels have remained relatively flat since 2024 and value perceptions have started to decline. Conversely, traditional TV providers have steadily improved customer satisfaction every year since 2024 by strengthening their value proposition and improving affordability perceptions. That sustained progress is helping traditional providers close a gap that once appeared much larger."

Study Rankings

Verizon Fios ranks highest in the cable/satellite segment for a second consecutive year, with a score of 586. Spectrum (564) ranks second. The segment average is 549.

YouTube TV ranks highest in the live TV streaming segment for a fourth consecutive year, with a score of 643. The segment average is 627.

To view the complete rankings for each segment, visit: http://www.jdpower.com/pr-id/2026094.

The JD Power U.S. Television Service Provider Satisfaction Study provides a detailed assessment of customer perceptions of service with their current television provider. The study measures overall satisfaction with television service providers based on seven dimensions: value for price paid; consistently delivering high-quality service; level of trust with provider; ease of doing business; people; digital tools; and resolving problems or complaints. The study is based on responses from 33,137 customers and was fielded from August 2025 through July 2026.

For more information about the U.S. Television Service Provider Satisfaction Study, visit https://www.jdpower.com/business/u-s-television-service-provider-satisfaction-study/.

About JD Power

JD Power delivers mission-critical data, analytics and intelligence that help businesses improve customer experience and operational performance with confidence and clarity. Using proprietary, comprehensive data–including millions of consumer interactions and authoritative automotive datasets–combined with advanced analytics, artificial intelligence and deep industry expertise, JD Power enables leaders to respond to market shifts, make smarter decisions and drive measurable performance improvements.

As an objective source of deep insight into real-world customer interactions with brands and products, JD Power provides the independent intelligence organizations need to anticipate change, strengthen customer engagement and advance growth. Learn more at JDPower.com.