On the recent Comcast quarterly earnings call, the company’s President, Mike Cavanagh, admitted the company is having problems and said that Comcast isn’t ‘winning in the marketplace”. There are probably not a lot of people who will read this blog and shed a tear for Comcast. For much of the last decade, Comcast, along with Charter, thrived by taking customers away from telephone companies.
Comcast lost 199,000 net broadband customers in the first quarter. The losses may not seem significant for a company with 31.6 million customers, but if this quarterly loss is sustained the company will drop 2.5% of broadband customers for the year.
It’s obvious that both fiber overbuilders and FWA wireless are taking customers from Comcast. AT&T, T-Mobile, and Verizon added 913,000 new FWA customers in the first quarter of 2025 and haven’t slowed down on customer acquisition as some have predicted. It’s a little harder to quantify the additions to fiber in the quarter since dozens of companies are building fiber to compete with the big cable companies in various markets. But everything I hear says that in every new market where fiber appears, the fiber ISP is snagging a quick 30% to 40% market share.
Cavanaugh says there is a disconnect between the strength of the Comcast networks and the inability to win or keep customers. The company has concluded that the two primary causes for their problems are price transparency and predictability.
It’s clear that Comcast has been counting on having better broadband speeds as a lure to attract and retain customers. The company has been working to increase upload speeds in the current DOCSIS 3.1 networks, and the company announced in September 2024 that it was ready to go full bore on upgrading to DOCSIS 4.0, which will bring multi-gigabit upload and download speeds.
But that doesn’t seem to be impressing customers in the way the company hoped. I’m not sure what Comcast means by price transparency, but it’s clear to customers that Comcast has been the most expensive of the large ISPs. The company’s published list prices for 300 Mbps or faster broadband all pushed or exceeded $100 per month after counting the $15 monthly fee for a WiFi modem. Comcast list prices are far higher than FWA, priced at $55-$65 and also significantly above what most fiber ISPs charge.
It’s not hard to understand price predictability. Customers paying full prices for Comcast broadband have surely been dismayed to see the company continually lowering promotional prices as the company has tried to be more competitive. It seems like Comcast prices have been different every time I checked them in the last year.
It looks like Comcast is going to bite the price bullet. On the earnings call the company announced new pricing of 400 Mbps for $55 per month that includes the WiFi modem and is guaranteed for five years. The new price won’t require a customer contract. Comcast is also throwing in one line of cellular for free for a year.
This is going to be a drastic change for the company. In the third quarter of 2024, the company’s ARPU was $73.78 per customer per month, and these new prices will knock that lower. It’s going to be a grand experiment to see if guaranteed low prices can turn the corner for the company. I have to imagine millions of existing customers are going to ask for that price, and it’s going to be hard to say no to them.
Lower prices will not change the fact that urban broadband is growing increasingly competitive. Comcast thrived for years by charging high prices in noncompetitive markets to offset lower prices in competitive ones. But noncompetitive markets are becoming a thing of the past.
Comcast did have one piece of good news in the first quarter. The company added 345,000 new cellular customers. That puts them on par with the other big carriers. T-Mobile added 495,000; AT&T added 324,000; Charter added 514,000; and Verizon added 94,000.