I’ve regularly heard that U.S. broadband prices are a lot higher than European prices. I found a way to check this when I ran across this article from ISPreview that has a long list of gigabit broadband prices across the UK.
The article includes the listed prices for 41 British ISPs for 2022, 2023, and current 2025 prices. This is not an exhaustive list and there are 140 ISPs in the UK that offer gigabit broadband today. The list includes the ISPs that ISPreview has been tracking since 2022.
The article includes only residential broadband prices. The ISPs use either hybrid fibre coax for cable companies or fibre. (notice the British spelling of fiber). The ISPs range from large to small, and urban and rural. The list includes nonprofit community ISPs, open-access ISPs, and commercial ISPs.
The prices in the article include the VAT (value added tax), which is administered the same as a sales tax. The VAT on broadband in the UK is 20%, so the ISPs only collect 80% of the prices shown, with the 20% going to the government.
Just like in the U.S., ISPs in the UK often have specials and promotions and sell broadband for less than the lost prices. Some of the prices in the article’s list show both the regular and the promotional prices.
The average list price for the UK ISPs in 2025 is £50.9, which is $67.70 in current dollars. Because of the VAT, ISPs only collect the equivalent of $56.42 today.
The main point of the article is that list prices have been dropping. Twenty-three ISPs on the list have lower list prices in 2025 compared to 2022. Twelve ISPs have higher prices. The rest have the same price as 2022. Overall, the average price in pounds dropped from £56.68 in 2022 to £50.9 today, an average drop in dollars of $7.68. The authors of the article found this drop to be extraordinary considering the inflation over the period and attributed the dropping prices to competition.
How do the UK list prices compare to U.S. list gigabit prices in 2025? The following table shows the list prices for gigabit broadband from some of the largest ISPs in the country. I got these prices from broadband labels. In some cases the U.S. prices include extra fees that are part of mandatory billing.
This list of large U.S. ISPs has an average monthly list price rate of $93.87 in 2025. Many of these ISPs have far lower promotional rates for new subscribers, such as the new $70 gigabit offered by Comcast that’s guaranteed for five years. However, it’s still eye-opening to compare the average list price in the U.S. of $93.97 to the list average list price in the UK of $67.70, which is only $56.42 after removing the VAT tax. British gigabit list prices are 40% less expensive than U.S. gigabit broadband.