Study: 5G competition drives lower cable prices in US
October 13, 2026



Competition from 5G Home Broadband is making home broadband more affordable for Americans, according to a study commissioned by CTIA. The introduction of 5G Home in a market drove down cable prices 17 per cent, saving American households up to $28.5 billion (€25.4bn) from 2023 through 2025.

“5G is bringing real competition to home broadband, lowering prices, and making home broadband more affordable,” commented Ajit Pai, President and CEO of CTIA. “The Administration’s work to free up more spectrum will translate directly to more capacity, more competition, and more savings for American families.”


The study, 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. The report found competition from 5G Home lowered cable bills by roughly $11 a month on an average standalone plan. Nearly three-quarters of the savings went to households that never switched to 5G Home: Households that stayed with cable saved up to $20.8 billion from 2023 through 2025, as cable providers lowered prices to compete.

5G Home has quickly become a major broadband competitor. Nearly 17 million households now subscribe. In 2025 alone, 5G Home added 3.9 million subscribers while cable lost 1.5 million subscribers.

“Allocating spectrum for licensed use can benefit consumers by enabling additional broadband competition,” added Prieger. “Keeping the current auction schedule on track and identifying new spectrum for commercial use are the most direct levers for extending the price effects documented here to more communities.”