Comcast keeps losing customers despite price guarantee and unlimited data

In a recent statement, Comcast President Mike Cavanagh expressed concerns over the company's struggles in the cable broadband market, acknowledging that they are "not winning in the marketplace" due to rising competition from fiber and fixed wireless Internet providers. Cavanagh highlighted longstanding issues that have frustrated customers, including a lack of transparent pricing and frequent rate increases, along with a cumbersome customer service experience. In an attempt to address these challenges, Comcast introduced a five-year price guarantee, offered one year of free Xfinity Mobile service to home Internet customers, and rolled out plans featuring unlimited data to replace punitive data caps. However, the company's efforts have not halted the decline in its broadband customer base, which has seen a greater-than-expected rate of loss. In their Q4 2025 earnings report, Comcast revealed a net loss of 181,000 broadband customers across both residential and business segments in the United States. This figure includes a loss of 178,000 residential customers and 3,000 business customers, surpassing analysts' predictions of a 176,000 loss. Although the latest figures are an improvement from the 199,000 losses noted earlier in the year, they still reflect a decline compared to previous quarters, including a 139,000 loss in Q4 2024 and a 34,000 loss in Q4 2023. During an earnings call, Comcast CFO Jason Armstrong noted, "Subscriber losses were 181,000, as the early traction we are seeing from our new initiatives was more than offset by continued competitive intensity." Currently, Comcast's residential broadband customer count stands at 28.72 million, while business broadband customers number 2.54 million, totaling 31.26 million. Armstrong also indicated a slight increase of 1.1 percent in average revenue per user, which he attributed to new pricing strategies and the successful uptake of free wireless lines. He anticipates a gradual growth in this metric over the next few quarters, driven by the absence of rate hikes and the ongoing transition to simplified pricing. Meanwhile, Comcast Connectivity & Platforms chief Steve Croney warned of a persistently competitive market, stating, "The market is going to remain intensely competitive," highlighting the challenges posed by fiber and fixed wireless competitors.