Comcast loses thousands of broadband subscribers as price transparency issues surface

In the United States, Comcast has experienced a significant decline in its residential broadband customer base, reporting a net loss of 183,000 subscribers in the first quarter of 2025. This downturn has brought the company's total residential subscribers to 29.19 million. The loss highlights ongoing customer frustrations regarding Comcast's pricing practices, which have been perceived as lacking in transparency and predictability. Increasing prices, often accompanied by hidden fees, have compelled many customers to seek alternatives from competitors. During an earnings call held on April 24, 2025, Comcast President Mike Cavanagh admitted that the company is "not winning in the marketplace." He emphasized that enhancing price transparency and simplifying the customer experience are top priorities for Comcast moving forward. With the cable industry facing growing competition from fiber and fixed wireless internet service providers, addressing these consumer concerns is critical for Comcast to maintain its competitiveness. In response to the subscriber loss, Comcast is planning to implement significant changes to its marketing and operational strategies. Cavanagh announced that the company would focus on making pricing simpler and more understandable, particularly for new residential broadband customers. As part of these efforts, Comcast introduced a five-year price guarantee on its broadband services, which includes a year of complimentary Xfinity Mobile service for new customers. Prices for these plans range from $55 to $105, which may be higher than promotional pricing but is expected to offer better long-term value for consumers seeking stability in their monthly bills. Despite these moves, challenges remain for Comcast, especially in terms of customer perceptions surrounding hidden fees associated with cable TV services. The company, together with other TV providers, has been criticized for adding fees that increase bills beyond advertised prices. This has led to regulatory responses, such as the Federal Communications Commission's decision to require providers to disclose "all-in" pricing. While Comcast is taking steps to rectify its broadband subscriber losses, the issue of pricing transparency continues to plague both its internet and cable services, potentially hindering the company's efforts to regain consumer trust and market share.