Streaming services are increasingly adopting features that resemble traditional cable television as they compete for viewer attention. To address financial pressures, platforms have raised prices repeatedly, making it more expensive to follow shows than when streaming first emerged. In an effort to attract cost-conscious customers, many companies have added ad-supported tiers to their paid offerings, while some have launched free ad-supported television services known as FAST.
FAST services such as Tubi, Roku, and Pluto TV offer a simpler experience than standard streamers, where constant ads and endless choices have become frustrating. In exchange for watching a few commercials, users can browse entertainment libraries or tune into channels dedicated to specific series. The long lists of channels on most FAST services are presented in a way that closely mimics old cable interfaces.
That design choice may reflect entertainment executives reconsidering whether icon-dense carousels are the best way to showcase a streamer's offerings. It could also indicate that viewers have grown tired of the algorithms streamers use to recommend content. Additionally, as the streaming wars have continued, newer companies appear to have recognized that the old guard got some things right.
More individual streaming platforms are expected to introduce always-on channels that let people watch certain series without choosing a particular episode. For a service like HBO Max, this would be similar to a return to how HBO's various channels air on terrestrial television. Beyond helping viewers deal with decision paralysis, always-on channels could help streaming services keep user engagement high.
If every streamer decides that paywalled always-on channels, bundles, and even more price increases are the way forward, the result would feel like a full-circle return to cable. The article was published by The Verge on September 20, 2026, in its technology desk, as part of a column called The Stepback.
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