I don't understand something about the Cable T.V companies.....

Namely,why their prices seem to be as high as ever.Its a known fact that with all of the different options available (streaming ,free viewing from public libraries)people are "cord-cutting"-stopping service on their regular cable T.V -more than ever.When a businesses model is facing competition from other models,isn't it usual to lower prices as an incentive to continue with the service?And yet the cable companies haven't done that.I don't understand why.