Comcast flags an alarming shift in consumer behavior 

Comcast is currently struggling with a sharp change in consumer behavior that is hurting a vital part of its business, and it has called out major sources of the problem.

The telecom giant, which has its hands in industries such as cable, broadband, streaming, film, and theme parks, recently revealed in its fourth-quarter earnings report for 2024 that it faced a 2% year-over-year increase in revenue and a roughly 54% rise in its earnings per share.

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However, it noted that its broadband business is facing some unexpected challenges. While its broadband revenue increased by 3% year-over-year, it lost about 139,000 broadband customers, which is more than the 100,000 loss its CEO predicted last month.

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During an earnings call on Jan. 30, Comcast President Mike Cavanagh stated that the loss was “disappointing and worse” than previously expected.

Comcast unveils what’s causing customers to flee

Cavanagh partially blamed the loss in internet customers on the discontinuation of the Affordable Connectivity Program (ACP), which ended last February. It was a government program, which provided eligible households a discount of up to $30 a month for internet service.

He also noted that the company, which offers internet under the name Xfinity, is facing “intense” competition in the broadband sector, specifically in fiber internet since its competitors have larger coverage areas.

“Competitive conditions remain intense, dynamic, and varied across our footprint and customer segments, and we see no signs of this changing in the near term,” said Cavanagh during the call.

In an effort to retain and win back customers, Cavanagh said Comcast will be packaging its mobile service with its higher-tier broadband products for new and existing customers. The company will also be automatically increasing the speeds of its Xfinity Mobile customers by up to one gig whenever they connect an Xfinity Wi-Fi hotspot.

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“We will be introducing new pricing and packaging in the upgraded markets in the coming months that will bundle wireless and internet with faster upload speeds and simplified all-in pricing, with a goal of removing points of friction with our customers,” said Cavanagh.

Comcast recently hiked its Xfinity prices 

The significant loss in internet customers comes after Comcast announced last month that it will be increasing prices for its Xfinity services due to “strategic investments” it’s making to make its network “smarter, faster and more reliable.”

Comcast also shrunk Xfinity’s monthly autopay discount for payments made with credit and debit cards from $5 to $2.

Over the past few months, customers have even taken to social media to flag unexpected price increases for their Xfinity internet service.

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Some even claimed that they will be canceling their Xfinity service as a result of the recent price hikes. 

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It is no surprise that consumers have grown frustrated over increased prices for internet services as many have been battling inflation and higher costs of living over the past few years.

According to a recent survey from U.S. News, in the most populous states, the average internet bill at sign-up is about $81. That’s slightly higher than what U.S. News found in its survey in April 2024, which showed that the average initial internet bill nationwide was $77.

Also, 53% of respondents in the survey said that higher costs of groceries and other household products has tightened their budget to the point where it is difficult to pay their monthly internet bill.

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