A new survey of more than 8,000 current and prospective graduate and adult learners found cost is now the top factor in program choice, surpassing accreditation. The EAB report shows 60% of prospective students would drop a program they consider “too expensive,” and many respondents said they wouldn’t pay more than $10,000–$20,000 a year for graduate study. The results come as federal policy changes shrink graduate loan limits, international enrollments waver, and institutional aid budgets tighten—forcing programs to seek new revenue models. Respondents reported heavier reliance on scholarships and external funding; fewer listed personal income as a primary source of support compared with last year. Graduate‑education leaders said the survey underscores the need for clearer ROI messaging, modular and shorter program options, employer partnerships for tuition assistance, and more transparent pricing to stabilize enrollments in 2026.