Cable TV Price Hikes Drive Cord Cutting: How Wireless Dealers Win Mobile-First Customers
- Wireless Dealer Group
- 15 hours ago
- 10 min read
Cable TV customers are facing another round of massive price increases as broadcast companies demand unprecedented carriage fee hikes. Optimum, a major cable provider serving 4.4 million customers across 21 states, publicly rejected demands from broadcast company TEGNA for fee increases ranging from 30% for major network affiliates to 50% for secondary channels. As traditional TV costs spiral out of control, cord-cutting accelerates—and wireless dealers are perfectly positioned to capture customers fleeing expensive cable bundles. Understanding how cord cutting wireless dealers mobile broadband strategies can win mobile-first customers is critical for maximizing revenue in this shifting market.
What's Happening: Broadcast Stations Demand 50% Price Hikes
On December 16, 2025, Optimum announced it was rejecting TEGNA's demands for dramatic carriage fee increases. TEGNA, which owns affiliates of ABC, CBS, FOX, NBC, and The CW, is seeking:
30% increase for major network affiliates (ABC, CBS, FOX, NBC)
50% increase for The CW network
These demands come as TEGNA prepares for a potential merger with Nexstar, another large broadcaster. Optimum argues that these fee increases would be passed directly to consumers, forcing cable customers to subsidize corporate consolidation and expansion.
Why This Matters for Consumers
"TEGNA is operating as if the market hasn't changed in 20 years and its request is nothing short of egregious," said Keith Bowen, President of News, Programming and Business Services at Optimum.
If cable providers accept these demands, the costs will be passed directly to subscribers through higher monthly bills. For families already struggling with inflation and rising living costs, another 30-50% increase in TV fees could be the final push toward cutting the cord entirely.
The Cord-Cutting Trend: Why Customers Are Fleeing Traditional TV
Cord-cutting—the practice of canceling traditional cable or satellite TV subscriptions in favor of streaming services and alternative entertainment options—has been accelerating for years. Here's why:
1. Traditional TV Costs Keep Rising
The average cable TV bill has increased dramatically over the past decade:
2015: Average cable bill ~$100/month
2025: Average cable bill ~$150-200/month
Carriage fee disputes like the TEGNA-Optimum conflict drive these increases, as broadcast companies demand higher fees and cable providers pass costs to consumers.
2. Streaming Services Offer Better Value
Consumers can now access premium content through streaming services at a fraction of cable TV costs:
Netflix: $6.99-22.99/month
Hulu: $7.99-17.99/month
Disney+: $7.99-13.99/month
YouTube TV: $72.99/month (live TV streaming)
Sling TV: $40-55/month (live TV streaming)
Even subscribing to multiple streaming services costs less than traditional cable, with more flexibility and no contracts.
3. Mobile-First Entertainment Is the New Normal
Younger consumers increasingly consume entertainment on mobile devices rather than traditional TVs. Smartphones, tablets, and laptops have become primary entertainment screens, making traditional cable TV subscriptions unnecessary.
4. 5G Home Internet Eliminates Need for Cable Broadband
Wireless carriers now offer 5G home internet services that compete directly with cable broadband, allowing customers to cut ties with cable companies entirely. T-Mobile 5G Home Internet, Verizon 5G Home Internet, and AT&T Air provide high-speed internet without cable company contracts or equipment fees.
What This Means for Wireless Dealers
As cable TV costs soar and cord-cutting accelerates, wireless dealers have unprecedented opportunities to capture customers seeking mobile-first entertainment and broadband alternatives. Here's what cord cutting wireless dealers mobile broadband strategies should focus on:
1. Position 5G Home Internet as the Cable Killer
No contracts: Cancel anytime without penalties
No equipment fees: Router included at no extra cost
No data caps: Unlimited data for streaming, gaming, and browsing
Lower prices: $50-70/month vs. $80-120/month for cable broadband
Easy setup: Plug in and connect—no technician visit required
Position 5G home internet as the modern alternative to expensive, contract-heavy cable broadband.
2. Bundle Mobile + Home Internet for Maximum Value
Offer customers complete connectivity solutions by bundling mobile wireless service with 5G home internet:
"Why pay \$150/month for cable internet and \$80/month for mobile? With T-Mobile, you get unlimited mobile service AND 5G home internet for \$120/month total—saving you \$110/month, or \$1,320/year."
Bundling increases transaction value and creates sticky, long-term customer relationships.
3. Educate Customers on Streaming Alternatives
Help customers understand that they can replace expensive cable TV with affordable streaming services. Position yourself as the cord-cutting expert who helps customers navigate the transition:
For live TV: Recommend YouTube TV, Hulu + Live TV, or Sling TV
For on-demand content: Recommend Netflix, Hulu, Disney+, or Prime Video
For sports: Recommend ESPN+, Peacock, or Paramount+
For local news: Recommend free OTA antennas for local broadcast channels
Partner with Roku, Amazon Fire TV, or streaming device distributors to offer complete cord-cutting solutions.
4. Target Frustrated Cable Customers Proactively
Carriage fee disputes like TEGNA-Optimum create perfect opportunities to target frustrated cable customers:
5. Sell Streaming Devices and Accessories
Increase transaction value by bundling Roku, Fire TV Stick, and smart home devices with 5G home internet activations:
"Since you're cutting cable and switching to 5G home internet, let's set you up with a Roku Streaming Stick so you can watch Netflix, Hulu, and YouTube TV on your TV. It's only \$49 and includes the remote."
How to Market 5G Home Internet as a Cable Alternative
Once your team is trained and ready, market cord cutting wireless dealers mobile broadband solutions to capture customers fleeing cable TV:
In-Store Signage
Display prominent signs that read:
"Tired of $200/Month Cable Bills? Switch to 5G Home Internet for $50/Month!"
"Cut the Cord: 5G Home Internet + Streaming = Half the Cost of Cable"
"No Contracts, No Equipment Fees, No Rate Hikes—5G Home Internet Is Here"
Social Media and Website
Post content that targets cord-cutters:
"Cable companies are raising prices AGAIN. Switch to 5G home internet and save $1,200+/year!"
"Why pay for 200 channels you don't watch? Get 5G home internet + Netflix, Hulu, Disney+ for less than half your cable bill."
"Optimum customers: Tired of carriage fee disputes and blackouts? Switch to 5G home internet and stream what YOU want."
Email and Text Campaigns
Send targeted messages to your customer database:
"Hey [Name], cable bills hitting \$200/month? Switch to T-Mobile 5G Home Internet for \$50/month + unlimited mobile service. No contracts, no equipment fees. Reply to learn more or stop by [Store Name] today!"
Google and Facebook Ads
Run targeted ads with messaging like:
"Cut Your Cable Bill in Half—5G Home Internet $50/Month"
"Tired of Cable Price Hikes? Switch to 5G Home Internet Today"
"No Contracts, No Fees, No BS—5G Home Internet Is the Cable Killer"
Comparing 5G Home Internet to Traditional Cable Broadband
Understanding how 5G home internet compares to traditional cable broadband helps dealers position the right solution for each customer:
5G Home Internet (T-Mobile, Verizon, AT&T)
Price: $50-70/month
Contracts: None
Equipment Fees: None (router included)
Data Caps: Unlimited
Installation: Self-install (plug in and connect)
Speed: 50-300 Mbps (varies by location and network congestion)
Availability: Limited to areas with strong 5G coverage
Traditional Cable Broadband (Spectrum, Xfinity, Optimum)
Price: $80-120/month (often increases after promotional period)
Contracts: Often required (1-2 years)
Equipment Fees: $10-15/month for modem/router rental
Traditional Cable Broadband (Spectrum, Xfinity, Optimum)
Price: $80-120/month (often increases after promotional period)
Contracts: Often required (1-2 years)
Equipment Fees: $10-15/month for modem/router rental
Data Caps: Often 1-1.2 TB/month (overage fees apply)
Installation: Technician visit required ($50-100 fee)
Speed: 100-1000 Mbps (consistent, not affected by network congestion)
Availability: Widely available in urban and suburban areas
Best For
5G Home Internet: Budget-conscious customers, renters, customers who want no contracts, areas with strong 5G coverage
Cable Broadband: Heavy data users, gamers requiring low latency, customers needing guaranteed speeds, areas without 5G coverage
Common Customer Questions About Cord Cutting and 5G Home Internet
Prepare your team to answer these frequently asked questions about cord cutting wireless dealers mobile broadband solutions:
Q: Can I really replace my cable TV and internet with wireless services?
A: Absolutely! 5G home internet replaces cable broadband, and streaming services replace cable TV. You'll get the same content and connectivity for half the cost, with no contracts or equipment fees.
Q: What if I need local news and sports?
A: You have several options: (1) Use a free over-the-air antenna to get local ABC, CBS, FOX, and NBC channels, (2) Subscribe to YouTube TV or Hulu + Live TV for live local channels, or (3) Stream local news apps directly on your smart TV or streaming device.
Q: Is 5G home internet fast enough for streaming and gaming?
A: Yes! 5G home internet typically delivers 50-300 Mbps, which is more than enough for streaming 4K video, video calls, and casual gaming. However, competitive gamers who need ultra-low latency may prefer cable broadband.
Q: What happens if I move?
A: Since 5G home internet has no contracts, you can cancel anytime or simply take your router to your new address. If 5G coverage isn't available at your new location, you can cancel without penalties.
Q: How much will I actually save by cutting the cord?
A: Most customers save $100-150/month by switching from cable TV + broadband ($200-250/month) to 5G home internet + streaming services ($80-100/month). That's $1,200-1,800 per year in savings.
Q: Can I keep my current streaming subscriptions?
A: Yes! Netflix, Hulu, Disney+, and other streaming services work perfectly with 5G home internet. You'll simply watch them through your streaming device (Roku, Fire TV, Apple TV) instead of through a cable box.
Best Practices for Dealers Selling Cord-Cutting Solutions
Here are best practices for cord cutting wireless dealers mobile broadband strategies to maximize revenue and customer satisfaction:
1. Conduct a Cord-Cutting Consultation
When customers express interest in cutting the cord, conduct a brief consultation:
Current costs: "How much are you paying for cable TV and internet each month?"
Usage patterns: "What channels or shows do you watch most?"
Device inventory: "Do you have a smart TV, or will you need a streaming device?"
Coverage check: "Let me verify that 5G home internet is available at your address."
2. Show Real-World Savings Calculations
Use concrete numbers to demonstrate value:
"You're currently paying $220/month for Spectrum cable TV and internet. With T-Mobile 5G Home Internet ($50) + YouTube TV ($73) + Netflix ($15), you'll pay $138/month—saving $82/month, or $984/year."
3. Bundle Everything for Maximum Transaction Value
Increase your average sale by bundling:
5G home internet activation
Mobile wireless service (new or upgrade)
Accessories (HDMI cables, phone cases, chargers)
Smart home devices (smart speakers, smart plugs)
4. Offer Setup Assistance as a Value-Add
Differentiate your store by offering free or low-cost setup assistance:
"We'll set up your 5G home internet router, connect your streaming device, and show you how to use Netflix, Hulu, and YouTube TV—all included with your purchase."
5. Create Cord-Cutting Starter Packages
Pre-package popular cord-cutting solutions:
Basic Package ($50/month): 5G home internet only
Entertainment Package ($138/month): 5G home internet + YouTube TV + Netflix
Ultimate Package ($180/month): 5G home internet + unlimited mobile + YouTube TV + Netflix + Disney+
6. Follow Up After Installation
Call or text customers 1-2 weeks after setup to ensure satisfaction:
"Hey [Name], just checking in—how's your new 5G home internet working? Any questions about streaming services or your setup?"
This builds loyalty and generates referrals.
The Broader Trend: Mobile-First Is the Future
The TEGNA-Optimum carriage fee dispute is just one symptom of a broader trend: traditional cable TV and broadband are dying, and mobile-first connectivity is the future. Here's why cord cutting wireless dealers mobile broadband strategies will only become more important:
1. Cable TV Subscriber Losses Are Accelerating
Traditional cable TV providers lose millions of subscribers every year:
2020: ~80 million cable TV subscribers in the US
2025: ~60 million cable TV subscribers in the US (projected)
2030: ~40 million cable TV subscribers in the US (projected)
Every lost cable subscriber is a potential 5G home internet and mobile wireless customer.
2. 5G Coverage Continues to Expand
T-Mobile, Verizon, and AT&T are aggressively expanding 5G coverage, making 5G home internet available to more households every month. As coverage improves, more customers will switch from cable broadband to 5G home internet.
3. Streaming Services Are Replacing Traditional TV
Streaming services now produce premium content that rivals or exceeds traditional TV:
Netflix originals win Emmys and Oscars
Apple TV+ produces award-winning shows and movies
Disney+ offers exclusive Marvel, Star Wars, and Pixar content
YouTube TV and Hulu + Live TV offer live sports and news
Consumers no longer need cable TV to access premium content.
4. Younger Generations Are Mobile-First
Millennials and Gen Z consume entertainment primarily on mobile devices and streaming services. They've never subscribed to cable TV and never will. Wireless dealers who master mobile-first solutions will win these customers for life.
Action Steps for Wireless Dealers
Here's how to implement cord cutting wireless dealers mobile broadband strategies to capture customers fleeing traditional cable TV:
Train Your Team on 5G Home Internet: Ensure every employee can explain how 5G home internet works, who it's best for, and how to check coverage availability.
Stock Streaming Devices: Partner with Roku and Fire TV distributors to offer complete cord-cutting solutions.
Create Cord-Cutting Starter Packages: Pre-package 5G home internet + streaming devices + mobile service for easy upselling.
Target Cable Customers Aggressively: Run ads targeting Spectrum, Xfinity, and Optimum customers with messaging about savings and flexibility.
Emphasize No Contracts and No Fees: Highlight that 5G home internet has no contracts, no equipment fees, and no surprise rate increases—unlike cable.
Show Real-World Savings: Use concrete dollar amounts to demonstrate how much customers will save by cutting the cord.
Offer Setup Assistance: Differentiate your store by helping customers set up routers, streaming devices, and streaming service accounts.
Bundle Mobile + Home Internet: Increase transaction value by bundling mobile wireless service with 5G home internet.
Sell High-Margin Accessories: Bundle accessories and smart home devices with every cord-cutting sale.
Position as the Cord-Cutting Expert: Market your store as the go-to destination for customers who want to cut the cord and save money.
The Bottom Line
The TEGNA-Optimum carriage fee dispute—with broadcast stations demanding up to 50% price increases—is the latest example of why cord-cutting is accelerating. Traditional cable TV and broadband are becoming increasingly unaffordable, driving millions of customers to seek mobile-first alternatives. For wireless dealers, this represents a massive opportunity to capture customers fleeing expensive cable bundles.
By positioning 5G home internet as the modern alternative to cable broadband, bundling mobile and home connectivity solutions, and educating customers on streaming alternatives, dealers can win cord-cutters and build long-term, high-value customer relationships. The key is education and positioning: help customers understand that they can get better entertainment and connectivity for half the cost of traditional cable.
As cable TV subscriber losses accelerate and 5G coverage expands, the cord-cutting trend will only intensify. Dealers who master cord cutting wireless dealers mobile broadband strategies outlined in this article will capture market share from traditional cable companies, increase transaction values through bundling, and build sustainable businesses in the mobile-first future.
The cable TV industry's refusal to adapt to changing consumer preferences—evidenced by TEGNA's demand for 50% price increases despite declining viewership—creates perfect conditions for wireless dealers to position themselves as customer advocates who offer better value, more flexibility, and modern solutions. Train your team, stock the right products, and market aggressively to cord-cutters. The customers are ready to switch—make sure they switch to you.
Need wholesale partnerships for 5G home internet and mobile services? Explore the WDG Vendor Directory to connect with Verizon 5G, AT&T Air, and other master agents who support dealer success. Find streaming device distributors and smart home device partners to offer complete cord-cutting solutions.
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