What is the average broadband cost in the UK?
There isn’t one neat number for the average broadband cost, but there is a useful rule of thumb. Which?, the consumer group, analysed full fibre deals with an average download speed of at least 70Mbps, which it describes as the UK average. It found plenty of widely available deals that cost £28 a month or less, even with upfront costs, promotional discounts and future mid contract rises counted in.
So if you’re paying more than £28 a month, Which? says your connection is probably costing more than it needs to. One caveat matters as much as the number. Which? published that analysis on 2 February 2026, before this year’s round of spring price rises, and in the same piece it says most providers raise prices every spring. The £28 figure is a benchmark from the start of the year, not a live market price today.
Use it as a sense check rather than a target. If your bill is well above £28, that is a reason to go and look at what is actually on offer at your postcode now, which is the only price that can tell you whether you are overpaying. Your own broadband cost depends on where you live, the speed you need and how long you’re prepared to commit.
The more interesting figure is who isn’t looking. Which? says more than a third of customers are out of contract, which means they’re likely paying an expensive standard tariff and watching the price rise every year.
Why does your broadband cost creep up?
Which? points to two things moving in opposite directions. It says research from Ofcom found promotional prices for the fastest deals have actually decreased. At the same time, the amounts people pay have gone the other way, because most providers raise prices every spring.
That’s the Do-Nothing Default in action. A price that looked fair when you signed can drift upwards while you sit still, and you only see the gap when you compare it with a fresh deal. We cover the mechanics in our guides to the broadband loyalty penalty and broadband drip pricing.
It also means the headline monthly price isn’t the whole story. Upfront or setup costs and any planned mid contract rise belong in the sum too, so your real broadband cost is the total over the whole contract divided by the months, not the figure in the advert.
A quick way to do it: take the monthly price, add any setup fee spread across the contract, then add the rise you’ll pay after the first spring. Divide the total by the number of months. That’s a broadband cost you can compare like for like with any other deal, and it’s the sum that matters more than any benchmark, including this one.
What should you pay for full fibre broadband?
Which? says customers on older partial fibre deals can often upgrade to more reliable full fibre services with much faster speeds. In its February analysis, widely available full fibre deals averaging at least 70Mbps came in at £28 or less a month.
Full fibre isn’t available to everyone yet. Which? says most households can get it, but some can’t, and our guide to rural broadband options covers what to do if you’re one of them.
Which? says that without full fibre, it’s still possible to get average speeds of around 70Mbps, usually between 61Mbps and 74Mbps, for less than £28 a month. Prices vary by area and have moved since February, so check what’s offered at your postcode.
Are smaller networks cheaper for your broadband cost?
Sometimes. Which? looked at services on the Openreach and Virgin Media networks because they’re widely available. It adds that cheaper deals may be available in certain areas. For example, in parts of London or Hull, Community Fibre and KCOM deals are often priced more attractively than those from the major providers.
Alternative networks such as Hyperoptic and CityFibre are rolling out in different parts of the country, and Which? says there are over 100 alternative networks across the UK. Whether one reaches your street is a postcode question. Our guide to CityFibre broadband prices is one example.
How much could you save by switching broadband?
Which? puts the average saving from switching at £105 a year. That’s its research figure, and your own result could be higher or lower. It says bigger savings are possible for people leaving one of the big four providers.
Switching isn’t a lottery, but it isn’t automatic either. Cutting your broadband cost starts with knowing your numbers. Before you move, check your current contract end date, any early exit fee, and the price after the first year. Our broadband contract check walks through it.
Key takeaways
- Which? said in February 2026 that paying more than £28 a month for a typical full fibre deal probably costs more than it needs to. Treat that as a benchmark from before the spring rises, not today’s price.
- More than a third of customers are out of contract, according to Which?.
- Compare the total broadband cost over the whole contract, including setup costs and any spring price rise, against live prices at your address.
None of this means £28 is right for you. Your broadband cost should match what you actually use. If you game, work from home or run lots of devices, you may want more speed. The point is to know what the going rate looks like before you renew on autopilot.
Frequently asked questions about average broadband cost
- What is a good price for broadband?
- Which? said in February 2026 that widely available full fibre deals averaging at least 70Mbps could be found for £28 a month or less, including upfront costs and planned price rises. That was before the spring 2026 rises, and prices vary by address, so check your postcode for the current figure.
- Why has my broadband bill gone up?
- Which? says most providers raise prices every spring. Check your contract for the exact terms of any rise.
- How many people are out of contract?
- Which? says more than a third of broadband customers are out of contract, so they’re likely on a more expensive standard tariff.
- How much can I save by switching broadband?
- Which? puts the average saving at £105 a year, with bigger savings possible if you leave one of the big four providers. Your own saving depends on your current deal.
- Can I get cheaper broadband if I don’t have full fibre?
- Which? says average speeds of around 70Mbps are available on partial fibre services for less than £28 a month, though prices differ by area and have moved since its February analysis.
Sources
- Which?, Why you shouldn’t spend more than £28 a month on broadband, published 2 February 2026. The £28 threshold, the 70Mbps UK average, the 61Mbps to 74Mbps partial fibre range, the £105 average saving, the more than a third out of contract figure, the Openreach and Virgin Media basis, the Community Fibre and KCOM point and the 100 plus alternative networks. The article’s URL slug says £30, but its headline and body both say £28, and the page carries no later update date.
Checked 12 October 2026.
