broadband 2024- Go.Compare

Broader-band: Comparison site warns customers to prep for April price hikes

Increases to broadband packages come in on March 31st or April 1st

With price hikes expected across broadband packages in the next few weeks, Go.Compare broadband is warning customers to review the terms and conditions of their current agreements, to see if they can negotiate a better deal. 

The average price rise expected this April is 7.7%, with some broadband providers increasing their tariffs by up to 8.8%. The increases come into force every year and in 2023, some households faced annual increases of 14.4%. 

The comparison site has provided a breakdown of the top five providers and their expected price increases in April 2024:


  • Sky and NOW: 6.7% average increase across some broadband, phone and tv packages.
  • Virgin Media and O2: 8.8% increase (New customers who joined after Feb 8th, 2024, are exempt until April 2025).
  • Vodafone: 7.9% increase.
  • BT: 7.9% increase.
  • TalkTalk: 7.7% increase.

Virgin Media is the only provider in the top five who has increased its prices based on inflation (RPI) + 3.9%, where others base the price increase on Consumer Price Index (CPI) + 3.9%.   There are exclusions on all of these price increases, which will depend on the broadband package and when customers started their contract. 

There are also a number of providers who are offering a fixed price guarantee, meaning that they have committed to not increase their prices rises within the initial term of the agreement. These include Zen Internet, Cuckoo, Zzoomm, Hyperoptic and Trooli.

Catherine Hiley, broadband spokesperson at Go.Compare, said: “While the price hikes expected this April aren’t as high as those we saw in 2023, these increases are still a difficult pill to swallow when consumers are facing increased energy bills, mortgage payments and other outgoings.”

The comparison site is now encouraging anyone who is out of contract with their current provider to review the market and see if they can find a better deal elsewhere: Catherine continued: “Anyone who is out of their contract with their current provider can switch easily, and without being penalised. These bill payers could already be paying a lot more than they should be for their broadband, even without the additional hikes so it’s absolutely worth doing a comparison to see how your current deal stacks up.

“For those who are still in a contract, price increases are unfortunately written into broadband agreements. But we would still recommend reviewing the terms of your existing agreement and if you’re unhappy, contact your provider as you may be able to haggle on the price rise, or ask about an early termination fee amount.  Many providers add an early termination fee into their contracts to stop people leaving providers, but even with this fee, it may still be worthwhile to pay this and switch to a better deal.”

In fact, recent research from Go.Compare* has found that broadband and TV packages were the most popular bills to barter with 59% of those who currently barter on their bills saying that they like to strike a deal with their broadband provider. 

For more information about broadband packages and how to shop around for them, visit:

Contact Information

Rubie Barker

Notes to editors


Notes to editors

For further information please contact:

Lynsey Walden on,  or Kath Chadwick on

About Go.Compare

*These findings are from a study released by Sago between March 1st and 4th, 2024, among a random selection of 2,034 of GB adults ages 18+ who are online panelists of Sago’s Community.

The results were weighted by age, gender, region, and ethnicity to match the population, according to Census data. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of +/- 2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding. Excerpts from this release of findings should be properly attributed, with interpretation subject to clarification or correction.

Sago is the global research and data partner that connects human answers to business questions. Combining a legacy of impact, global reach, and innovative spirit, Sago enables clients to solve business problems through extensive audience access and an adaptive range of qualitative and quantitative solutions.


Go.Compare is a comparison website that enables people to compare the costs and features of a wide variety of insurance policies, financial products and energy tariffs.

It does not charge people to use its services and does not accept advertising or sponsored listings, so all product comparisons are unbiased. Go.Compare makes its money through fees paid by the providers of products that appear on its various comparison services when a customer buys through the site.

When it launched in 2006, it was the first comparison site to focus on displaying policy details rather than just listing prices, with the aim of helping people to make better-informed decisions when buying their insurance. It is this approach to comparing products that secured the company an invitation to join the British Insurance Brokers’ Association (BIBA) in 2008, and it is still the only comparison site to be a member of this organisation.

Go.Compare has remained dedicated to helping people choose the most appropriate products rather than just the cheapest and works with Defaqto, the independent financial researcher, to integrate additional policy information into a number of its insurance comparison services. This allows people to compare up to an extra 30 features of cover.

Go.Compare is part of Future Plc and is authorised and regulated by the Financial Conduct Authority (FCA).

More information can be found here or here