UK’s biggest broadband providers eclipsed by smaller rivals in Which?’s annual rankings
Which? surveyed more than 4,000 broadband customers about their experiences to find out which providers are powering ahead and which are falling short of the competition.
The consumer champion’s survey found the biggest providers were easily outshone by their smaller rivals. The Big Four providers - BT, Sky, TalkTalk and Virgin Media - featured in the bottom half of the consumer champion’s survey.
Virgin Media received the lowest score out of the Big Four - coming joint last in Which?’s survey with Now Broadband with a customer score of 60 per cent. It was rated poorly for several areas including ease of contact, customer service, communication, technical support and value for money.
Virgin Media also fared poorly in Which?’s most recent customer service research - being named the worst broadband firm for customer service. Customers rated it particularly poorly for how long it took to get in touch with a person that could help. Virgin Media received a net satisfaction score of +36, fourteen points below the sector average for broadband.
To add insult to injury, Virgin Media is also charging the highest annual price rise for standalone broadband. Virgin Media customers face an increase of £3.50 a month - adding £42 a year to their bill. The company is also being investigated by Ofcom for its complaints handling and customer difficulties cancelling contracts.
Now Broadband also came joint last in the ratings, with a customer score of 60 per cent. It fared particularly poorly for connection speed and ease of contact.
BT, TalkTalk and Sky received mediocre ratings at best and were easily outclassed by their smaller rivals. Value for money was a challenge for BT and Sky, while TalkTalk and Sky received poor ratings for connection speed.
At the other end of the scale, this year three providers were named Which? Recommended Providers - Zen Internet, Plusnet and Utility Warehouse.
Zen Internet earned the highest ratings across the board and a customer score of 77 per cent - with nine in 10 customers saying they would recommend it. Its contract price promise also means its customers will not see their deal hiked mid-contract.
Having floated around the middle of the Which? rankings in the past, this year Plusnet shot up to second place with a customer score of 73 per cent. While owned by the same company as BT and EE, Plusnet is a more consumer-focused, affordable provider than its stablemates.
Utility Warehouse was also named a Which? Recommended Provider with a customer score of 72 per cent and strong ratings across the board. Its customer service rating was particularly noteworthy – with a third of customers saying this was excellent.
Which?’s research clearly shows that while some firms are offering stellar customer service, others are falling well short. Any suppliers who are not up to scratch should take this opportunity to up their game before unhappy customers vote with their feet and switch to a cheaper deal and supplier with better customer service and a more reliable connection.
Natalie Hitchins, Which? Home Products and Services Editor, said:
“Our research shows that smaller providers are outshining the biggest broadband firms across the board.
“Many smaller providers offer better customer service, more reliable connections and fixed contracts or lower annual price rises - giving their customers more certainty about what their monthly bill will look like over the course of their contract.
“Any broadband customers who are nearing the end of their contract and are unhappy with their current provider, or could stand to make savings, should not hesitate to vote with their feet and move to a different provider.”
-ENDS-
Notes to editors
Right of reply
A Virgin Media spokesperson said: “We’re committed to providing consistently excellent service and making it easier for customers to get support when they need it.
“Complaints to Ofcom about Virgin Media were at their lowest levels since 2017 at the end of last year, while 92% of complaints raised in the past three months were resolved within 24 hours, and call transfers and waiting times have fallen significantly.
“These green shoots are a more accurate reflection of the improvements we’re making than Which?’s survey, which represents just 0.01% of our customer base, and shows that while we can’t fix every issue overnight, our strategy – investing almost £1m a day into customer-facing areas of the business, simplifying systems and processes, upskilling staff and removing persistent pain points – is delivering real improvements for our customers.”
Research
Results are based on a survey of 4,347 UK adults with a home broadband contract in December 2024 and January 2025. Customer score is based on satisfaction and likelihood to recommend to others.
To be named a Which? Recommended Provider, firms need a customer score of at least 70 per cent and must have committed to Ofcom's autocompensation scheme and broadband speeds code of practice.
View the full results here.
Read more on Which?’s latest research into customer service in the broadband sector here.
Consumers can compare broadband deals here.
Which?’s advice on whether to switch or haggle
Switch if:
1, You want to save money. Our research routinely shows that switching providers is the best way to save money – and you could save an average of £105 per year.
2, You’re sick of bad service. If you experience a dodgy connection or poor customer service, move on. A new provider can mean better service – technical or personal.
3, You want fast speeds. Given the pace of the full fibre roll-out, there’s a decent chance that faster connections are available in your area from a wider range of providers.
Haggle if:
1, You love your provider. If you can’t fault your provider, don’t feel the need to ditch it. Negotiate when your contract ends to ensure you’re getting the best deal.
2, You want an upgrade. If you want a faster speed, better router or additional services such as pay TV, then simply ask your provider what they can do for you.
3, You don’t have alternatives. Not everybody has multiple providers to choose from. If you’re in that boat, it’s essential to stay on top of your contract and renegotiate regularly.
About Which?
Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen.
As an organisation we’re not for profit and all for making consumers more powerful.The information in this press release is for editorial use by journalists and media outlets only. Any business seeking to reproduce information in this release should contact the Which? Endorsement Scheme team at endorsementscheme@which.co.uk.