Northbridge Broadband
Broadband Offer TrackerNo. 6 · Q2 2026
Broadband Offer Tracker · US providersData to 14 August 2026
Cable pays more for each customer and still loses subscribers
Cable operators cut promotional prices again in the second quarter and lost 245 thousand subscribers. Fixed wireless held its price and took 89 percent of tracked net adds
1Prices at the end of the quarter
The three cable operators we track advertised their entry speed tier at an average promotional price of $40 a month at the end of June, rolling to an average of $80 once the promotion ends. Fiber providers step up by $10 to $20, and the fixed wireless provider does not step up at all.
| Provider | Type | Promo | Post promo | Step up |
|---|---|---|---|---|
| Cable operator A | Cable | $40 | $85 | $45 |
| Cable operator B | Cable | $30 | $80 | $50 |
| Cable operator C | Cable | $50 | $75 | $25 |
| Telco A | Fiber | $55 | $65 | $10 |
| Telco B | Fiber | $50 | $70 | $20 |
| Wireless carrier A | Fixed wireless | $50 | $50 | $0 |
Source: provider websites, FCC broadband consumer labels, provider quarterly filings and earnings releases, Northbridge Broadband records
Source: provider websites, FCC broadband consumer labels, provider quarterly filings and earnings releases, Northbridge Broadband records
2Prices beside subscriber adds
The two cable operators that cut promotional prices the most lost the most subscribers. Tracked providers added 440 thousand broadband subscribers in the second quarter, down from 520 thousand in the first, and the fixed wireless provider accounted for 390 thousand of them without changing its price.1
| Provider | Q2 2026 | Q1 2026 | Promo move in Q2 |
|---|---|---|---|
| Cable operator A | (120) | (65) | Cut $10 |
| Cable operator B | (95) | (70) | Cut $5 |
| Cable operator C | (30) | (20) | No change |
| Telco A | 210 | 190 | No change |
| Telco B | 85 | 80 | Cut $5 |
| Wireless carrier A | 390 | 405 | No change |
| All tracked | 440 | 520 |
Source: provider websites, FCC broadband consumer labels, provider quarterly filings and earnings releases, Northbridge Broadband records
3What a new customer pays over two years
Adding the promotional year to the first post promotion year, fixed wireless is the cheapest offer we track at $1,200. Cable operator B's lower promotional price saves a new customer $180 against Cable operator A over the same two years.2
Source: provider websites, FCC broadband consumer labels, provider quarterly filings and earnings releases, Northbridge Broadband records
4Against our Subscriber Series
5What to watch in the third quarter
Back to school pricing captured in August and September, any change to the fixed wireless price guarantee, and third quarter results from the tracked providers, due from late October.
How this tracker is built
- Prices are for each provider's entry speed tier at a representative address, before equipment, installation and tax
- Post promotion prices come from FCC broadband consumer labels and are checked against provider sites
- Net adds are as reported by each provider for the same quarter, and every prior price is kept with its capture date
Approved for subscribersElena MarshPrincipal Analyst · 28 August 2026
1 Net adds are residential and small business broadband connections as reported. Fixed wireless figures exclude business lines where the provider reports them separately.
2 Every tracked wired offer carries a 12 month promotional term. The fixed wireless price is guaranteed for the period shown and is not a promotion.