Washington – October 13, 2026 -- The entry of 5G Home broadband into a market drove cable prices down 17%, saving American households up to $28.5 billion from 2023 through 2025, according to a study commissioned by wireless trade group CTIA.
Cable bills fall roughly $11 a month on standalone plans
The study, authored by James Prieger, Professor of Economics and Public Policy at Pepperdine University, compares cable prices before and after 5G Home entered a market against prices in other markets. It found that competition from 5G Home lowered cable bills by roughly $11 a month on an average standalone plan.
Households that stayed with cable captured up to $20.8 billion of the savings
Nearly three-quarters of the savings went to households that never switched to 5G Home. Those that stayed with cable saved up to $20.8 billion over the 2023-2025 period, as cable providers lowered prices to compete.
5G Home added 3.9 million subscribers in 2025 as cable lost 1.5 million
Nearly 17 million households now subscribe to 5G Home. In 2025 alone, the service added 3.9 million subscribers, while cable lost 1.5 million.
CTIA and study author press for spectrum allocation
CTIA President and CEO Ajit Pai said the Administration's work to free up more spectrum will translate into more capacity, more competition and more savings for American families.
Prieger said keeping the current auction schedule on track and identifying new spectrum for commercial use are the most direct levers for extending the documented price effects to more communities.