diff --git a/datasette/hookspecs.py b/datasette/hookspecs.py
index f31ce538..56c79d23 100644
--- a/datasette/hookspecs.py
+++ b/datasette/hookspecs.py
@@ -59,7 +59,7 @@ def publish_subcommand(publish):
     """Subcommands for 'datasette publish'"""
 
 
-@hookspec(firstresult=True)
+@hookspec
 def render_cell(value, column, table, database, datasette):
     """Customize rendering of HTML table cell values"""
 
diff --git a/datasette/views/database.py b/datasette/views/database.py
index f835dfac..29600659 100644
--- a/datasette/views/database.py
+++ b/datasette/views/database.py
@@ -354,16 +354,20 @@ class QueryView(DataView):
                     display_value = value
                     # Let the plugins have a go
                     # pylint: disable=no-member
-                    plugin_value = pm.hook.render_cell(
+                    plugin_display_value = None
+                    for candidate in pm.hook.render_cell(
                         value=value,
                         column=column,
                         table=None,
                         database=database,
                         datasette=self.ds,
-                    )
-                    plugin_value = await await_me_maybe(plugin_value)
-                    if plugin_value is not None:
-                        display_value = plugin_value
+                    ):
+                        candidate = await await_me_maybe(candidate)
+                        if candidate is not None:
+                            plugin_display_value = candidate
+                            break
+                    if plugin_display_value is not None:
+                        display_value = plugin_display_value
                     else:
                         if value in ("", None):
                             display_value = Markup(" ")
diff --git a/datasette/views/table.py b/datasette/views/table.py
index 3d25a1a5..456d8069 100644
--- a/datasette/views/table.py
+++ b/datasette/views/table.py
@@ -191,15 +191,19 @@ class RowTableShared(DataView):
 
                 # First let the plugins have a go
                 # pylint: disable=no-member
-                plugin_display_value = pm.hook.render_cell(
+                plugin_display_value = None
+                for candidate in pm.hook.render_cell(
                     value=value,
                     column=column,
                     table=table,
                     database=database,
                     datasette=self.ds,
-                )
-                plugin_display_value = await await_me_maybe(plugin_display_value)
-                if plugin_display_value is not None:
+                ):
+                    candidate = await await_me_maybe(candidate)
+                    if candidate is not None:
+                        plugin_display_value = candidate
+                        break
+                if plugin_display_value:
                     display_value = plugin_display_value
                 elif isinstance(value, bytes):
                     display_value = markupsafe.Markup(