Use some rubbing alcohol and a qtip and clean the tape head. That or check for a bad capacitor and change as necessary.
Hissing is a sign of badly maintained or failing equipment. True that digital "can" carry better quality. But i doubt high fidelity is what the modern usages of cassette tapes is about.
We used to preset the volume level by listening for the hiss from the magnetic tape when it hits the heads after the non magnetic leader.
Most commercial tapes did not use high quality, high bias tape or Dolby NR, so every album on cassette was just a terrible hiss fest. You had to record albums yourself on good tape with NR if you wanted to avoid the hiss.
If you didn't remove hairs and lint from the capstan, clean the rollers and tape guides every 10 to 20 operating hours and demagnetize the heads every year your tapes would sound like shit and the players would "eat" your tapes. The tape would often stick in the mechanism and start folding, accordion style.
It was common for car players to eject the cassette with the tape still stuck inside.
I recall hearing; "Dude, I'm totally bummed. My car ate my favorite album on the way over".