2026 Health Coverage Trends Show Rising Premiums and Shift in Medicare Advantage Plans

As the open enrollment period for 2026 health insurance plans progresses, new data from eHealth reveals mixed sentiments among American consumers regarding their coverage options. While many expressed satisfaction with the range of plans available, a significant portion noted surprise at rising premium costs. This trend of increased premiums coincides with shifts in Medicare Advantage plan selections, where beneficiaries are opting for plans featuring higher out-of-pocket maximums, despite a slight decline in deductibles compared to the previous year. The eHealth survey, conducted in mid-November 2025 among over 1,500 Americans across Medicare, employer-based, and Affordable Care Act (ACA) plans, highlights the critical role of informed decision-making. Derrick Duke, CEO of eHealth, emphasized the importance for consumers to thoroughly research and compare health benefit options to align with their financial circumstances and health needs, especially amid growing cost pressures and changing benefit structures. Analysis of Medicare Advantage selections from October to early November 2025 underscores a consumer shift towards plans balancing premium costs with out-of-pocket risk. These findings suggest increased consumer awareness of plan structures but also highlight affordability challenges within the Medicare Advantage market. eHealth's data underscores broader market dynamics influencing insurance selection, including regulatory pricing frameworks overseen by the Centers for Medicare and Medicaid Services. As insurers adjust to cost pressures and regulatory changes, beneficiaries face more complex choices requiring careful evaluation of plan features amidst evolving healthcare cost landscapes. This report serves as a crucial resource for insurance professionals and policy makers monitoring trends in consumer behavior, plan design, and market competitiveness for the 2026 coverage year. It also stresses the continued need for transparent plan comparison tools and educational resources to support optimal consumer choices in a complex insurance environment.