Comcast keeps losing customers despite price guarantee and unlimited data

In April 2025, Comcast President Mike Cavanagh bemoaned that the company’s cable broadband division was “not winning in the marketplace” amid increased competition from fiber and fixed wireless Internet service providers. Cavanagh identified some problems that had been obvious to Comcast customers for many years: Its prices aren’t transparent enough and rise too frequently, and dealing with the company is too difficult. Comcast sought to fix the problems with a five-year price guarantee, one year of free Xfinity Mobile service for home Internet customers, and plans with unlimited data instead of punitive data caps. But the company is still losing broadband customers at a higher-than-expected rate. In Q4 2025 earnings announced today, Comcast reported a net loss of 181,000 residential and business broadband customers in the US. The loss consists of 178,000 residential Internet customers and 3,000 business customers. The Q4 net loss is more than the 176,000 loss predicted by analysts, although not as bad as the 199,000-customer loss that spurred Cavanagh’s comment about Comcast “not winning in the marketplace” nine months ago. The Q4 2025 loss reported today is also worse than the 139,000-customer loss in Q4 2024 and the 34,000-customer loss in Q4 2023. “Subscriber losses were 181,000, as the early traction we are seeing from our new initiatives was more than offset by continued competitive intensity,” Comcast CFO Jason Armstrong said during an earnings call today, according to a Motley Fool transcript. Comcast’s residential broadband customers dropped to 28.72 million, while business broadband customers dropped to 2.54 million, for a total of 31.26 million. Average revenue per user grows slowly Armstrong said that average revenue per user grew 1.1 percent, “consistent with the deceleration that we had previewed reflecting our new go-to-market pricing, including lower everyday pricing and strong adoption of free wireless lines.” Armstrong expects average revenue per user to continue growing slowly “for the next couple of quarters, driven by the absence of a rate increase, the impact from free wireless lines, and the ongoing migration of our base to simplified pricing.” Comcast Connectivity & Platforms chief Steve Croney said the firm is facing “a more competitive environment from fiber” and continued competition from fixed wireless. “The market is going to remain intensely competitive,” he said.