5G Home Internet Competition Linked To Lower Cable Prices, CTIA Study Says
Competition from 5G is the driver, wireless association says
WASHINGTON, Oct. 13, 2026 - As millions of American consumers already know, 5G Home Broadband service is pushing down cable broadband prices.
A new study commissioned by wireless industry group Cellular Telecommunications Industry Association says the arrival of 5G-based home internet services lowered cable broadband prices by as much as 17 percent from 2023 to 2025 in local U.S. markets.
The analysis, conducted by Pepperdine University economics and public policy professor James Prieger, compared cable prices in markets before and after the entry of 5G fixed wireless access - often marketed as 5G home internet - with prices in markets where the service had not yet entered.
According to CTIA, the findings suggest that the added competition lowered the average standalone cable plan by about $11 per month. The group estimates the resulting savings for U.S. households reached as much as $28.5 billion between 2023 and 2025.
Notably, CTIA said most of those savings went to customers who did not switch providers.
The organization estimated that cable subscribers who remained with their existing service accounted for up to $20.8 billion of the projected savings, as cable companies reduced prices in response to the new competitor.
Fixed wireless access delivers home broadband over cellular networks rather than a traditional cable or fiber connection. Major wireless carriers have expanded the service in recent years, positioning it as an alternative for households seeking lower-cost internet plans or more provider choice.
The findings point to a broader shift in the home internet market, where wireless carriers are increasingly competing with cable companies for household subscribers. As fixed wireless service expands, its ability to offer another option - especially in areas served by only a small number of broadband providers - could increase pressure on cable companies to compete on price and service.
“Allocating spectrum for licensed use can benefit consumers by enabling additional broadband competition,” said 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.”
