A record number of Brits are changing broadband providers as massive price hikes hit
A record number of Brits are ditching their broadband providers this spring, driven by widespread “Awful April” price hikes that have added nearly £40 a year to the average household’s internet bill.
New data from comparison site Uswitch reveals that broadband switching jumped 24% year-on-year in March 2026, marking the highest level of provider changes recorded since the company began tracking in 2016.
One in five broadband customers have already switched to avoid the increases or plan to do so in the next three months, according to Uswitch’s research based on a nationally representative Opinium survey of 2,000 UK adults conducted in early April.
The exodus comes as households grapple with a collective £6.9 billion surge in essential bills this April, including council tax, water, TV licence, mobile, and broadband costs.
The average household faces an extra £216 annually across these services, with broadband contributing an average rise of £39.60 per year, equivalent to nearly £3.30 a month. Some customers saw fixed monthly hikes of up to £4, adding £48 annually.
Brits are voting with their feet
Affordability is now a top priority, with nearly a quarter (24%) of customers saying they chose their current provider primarily for the lowest monthly cost.
Many are frustrated that price rises apply even mid-contract, a common industry practice where providers build in annual increases – now required by Ofcom to be stated in clear pounds-and-pence terms rather than vague inflation links.
“By moving in record numbers this year, broadband customers are sending a clear message that they will not pay over the odds while budgets are already under such intense pressure,” said Ernest Doku, Uswitch broadband expert.
The surge in switching is being fuelled by heightened competition. Regional and alternative full-fibre providers are offering aggressive pricing, “no price rise” pledges, and strong customer service, forcing larger incumbents to sweeten their deals.
Around three million households successfully avoided the April hikes by switching in time. Those who act now could save substantially as Uswitch estimates the average household at the end of its contract could pocket £329 a year by moving to a better deal in today’s competitive market.
Bill shock hits hard
Despite the record activity, not everyone is taking action. Uswitch found that 39% of broadband bill payers knew about the impending rises but had no plan to switch, leaving them vulnerable to the full increase.
The broader “Awful April” pain extends beyond broadband. Council tax accounts for the largest chunk of the £216 average rise, followed by water (£32.40), broadband (£39.60), mobile (£27.60), and the TV licence (£5.50).
Doku urged consumers not to accept the hikes passively.
“What we are seeing is a significant shift in the market,” he said. “The expansion of regional networks, both aggressively priced and keenly focused on customer service, has created a level of competition that hasn’t been seen in years.”
He recommended checking contract end dates and using comparison tools, noting that the One Touch Switch process makes moving providers straightforward without downtime in most cases. Some providers even offer fixed-price deals with no mid-contract rises until 2027.
