The UK’s biggest broadband providers - including BT, Sky, TalkTalk and Virgin Media - have been outperformed by smaller rivals in our annual customer satisfaction survey.
Together, BT, Sky, TalkTalk and Virgin Media control 70% of the broadband market, yet our analysis shows their smaller rivals dance rings around them whether you're looking at connection reliability, customer service or value for money.
Customers of all four major providers will also see their prices increase next month.
For full results of our survey - and to learn which broadband providers we recommend - go to our round-up of the best and worst broadband providers for 2025
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The UK's biggest broadband providers compared
Virgin Media received the lowest score out of the Big Four - coming joint last in our survey alongside Now Broadband. Virgin Media was rated poorly in areas including ease of contact, customer service, communication, technical support and value for money.
To add insult to injury, Virgin Media is also charging the highest annual price rise for standalone broadband - its customers face an increase of £3.50 a month, adding £42 a year to their bill. The company is also being investigated by regulator Ofcom for its complaints handling and customer difficulties cancelling contracts.
BT, TalkTalk, and Sky received mediocre ratings at best and were easily outclassed by smaller rivals. Value for money was a challenge for BT and Sky, based on what their customers told us, while TalkTalk and Sky received poor ratings for connection speed.
For full results for each of these providers and to see how they stack up against other popular providers, like Vodafone and Now Broadband, head to our independent broadband provider reviews.
The best broadband providers
At the other end of the scale, three companies this year were named Which? Recommended Providers - Zen Internet, Plusnet and Utility Warehouse.
Zen Internet earned the highest ratings across the board, 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.
This year Plusnet shot up to second place, having floated around the middle of the Which? rankings in the past. While it's owned by the same company as BT and EE, our research shows that Plusnet is a more consumer-focused, affordable provider than its stablemates.
Utility Warehouse was also named a Which? Recommended Provider with strong ratings across the board. Its customer service rating was particularly noteworthy, with a third of customers saying this was excellent.
It's easy to switch broadband provider
Given that many providers now increase the amount you pay every year, it's more important than ever to ensure you're getting value for money from a connection you can rely on. Switching is one of the best ways to ensure providers work hard for your money, and our research consistently shows it's the best way to save - the average is £105 per year, but even bigger savings are possible if you're with one of the Big Four.
Your new provider will take care of the entire process, and it's easy to get the ball rolling. We've broken down what you need to do into three straightforward steps - use our easy guide on how to switch broadband provider.
If you can't fault your provider - or simply don't have an alternative to switch to - it's important to stay on top of your contract and negotiate regularly to ensure you're not paying over the odds. Our advice on how to haggle for the best broadband deal will help you get going.
Which? calls on broadband providers to step up
Our research clearly shows that while some firms are offering stellar customer service, others are falling well short. Any suppliers that 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.'
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