The market is getting cheaper, on paper
Ofcom’s own pricing research says broadband prices are falling. Average prices available across various speeds dropped by around 6% in real terms over the year to September 2025, with the biggest falls on faster full fibre packages. On the surface, that’s good news for anyone shopping for a new deal.
The catch is in that word “available”. Broadband prices falling in the market doesn’t automatically mean your own bill has gone anywhere. Those are new deals, offered to new customers, not a rebate applied to everyone already signed up. Nobody’s supplier is going to ring you up to pass the saving on unprompted.
Why are broadband prices falling in 2026?
Mostly competition. More full fibre networks have gone live in more streets, and when two or three providers can reach the same house, prices tend to move. Ofcom’s research also found SIM only mobile prices falling around 8% in real terms, and bundled pay TV deals dropping by roughly 23% to about £12 a month on average, so this isn’t unique to broadband.
Full fibre build has scaled up fast enough that, in plenty of areas, a faster full fibre package now costs the same as, or less than, the old part fibre or copper line it’s replacing. That’s a genuinely unusual moment in a market that spent years getting more expensive.
Does that mean your bill is falling too?
Almost certainly not, unless you’ve actively switched or renegotiated recently. Broadband prices falling in the headline figures describes what’s on offer to new customers today, not what happens automatically to an existing contract.
Key takeaways
- Ofcom found broadband prices falling by around 6% in real terms across speeds, in the year to September 2025.
- Full fibre deals often now cost the same as, or less than, older copper or part fibre lines.
- These figures cover new deals available in the market, not what existing customers are automatically paying.
- Most contracts still carry an annual price rise written into the small print, regardless of the wider market trend.
- Checking your current deal against today’s market takes a few minutes and costs nothing.
Most standard contracts still include an annual increase, often tied to inflation plus a percentage, written into the terms you agreed to when you signed up. That rise happens whether the wider market is getting cheaper or not, so the two trends run on completely separate tracks.
Is full fibre really the same price as copper now?
In a growing number of areas, yes, roughly. That’s one of the more striking findings behind broadband prices falling this year: as full fibre coverage has widened, providers have had to price it competitively against the older technology it’s replacing, rather than charging a premium for the upgrade.
If you’ve been putting off a full fibre switch because you assumed it would cost more, it’s worth checking again. It might not, and you’d get a faster, more reliable line for roughly what you’re already paying.
This matters most if you’re still on an old part fibre or ADSL copper line, the kind that struggles once more than one person in the house is on a video call at the same time. A few years ago upgrading meant paying a premium for the privilege. That’s no longer a safe assumption, and treating it as one is exactly the kind of habit that costs you money quietly, month after month.
How to check if you’re missing out
Pull up your current bill and compare it against what your provider, and a couple of competitors, are currently advertising for new customers on a similar speed. If there’s a meaningful gap, that’s broadband prices falling happening around you without reaching your account.
Ring your provider and ask directly whether they can match a better deal before you commit to leaving. Sometimes they will. Roo’s advice is blunter: don’t ask nicely forever, compare properly and be ready to actually switch if the numbers don’t move.
It’s worth checking your mobile and TV spending at the same time, since the same Ofcom research found similar falls there too, SIM only prices down around 8% in real terms and bundled pay TV averaging roughly £12 a month. None of these market moves reach you on their own. They only help once you actually act on them.
If switching looks like the better option, one touch switch makes the actual move straightforward, without you needing to deal with your old provider directly.
Frequently asked questions about broadband prices falling
- Why are broadband prices falling in 2026?
- Mainly increased competition as full fibre networks reach more streets, alongside Ofcom research showing average prices for faster services have dropped in real terms.
- Will my broadband bill automatically go down?
- No. Broadband prices falling describes new deals available in the market, not an automatic change to an existing contract, which will usually still carry its own annual price rise.
- Is full fibre broadband more expensive than copper?
- Increasingly, no. In many areas full fibre now costs the same as, or less than, the older copper or part fibre line it replaces.
- How do I check if I’m overpaying compared to the current market?
- Compare your current bill against what your provider and competitors are advertising today for a similar speed, then ask your provider to match it or switch.
- Is switching broadband provider difficult?
- Not usually. The one touch switch process is designed to handle the move for you, without needing to contact your old provider yourself.
A falling market average is only good news if it actually reaches your bill. Our guide to out of contract broadband covers what to do if you’ve drifted onto a pricier default rate, and our guide to one touch switch explains how the actual move works.
Ofcom’s full pricing and consumer engagement report, published February 2026, has the detail behind these figures on its how to cut your phone and internet bills page.
