Comcast, which owns Xfinity, is betting big on a slate of generous offers to deter customers from ditching its internet services.
In the second quarter of 2026, Comcast lost 167,000 U.S. broadband customers, and revenue in this segment declined by 5.5% year over year, according to its latest earnings report
The losses come as the company works to win back customers after raising prices on its Xfinity services last year, a move that sparked backlash. It is also struggling to navigate heightened competition from wireless carriers that offer fixed wireless access and fiber internet services. SpaceX’s Starlink, which has attracted over 9 million customers to its satellite internet service, is also becoming a growing threat to Comcast. “The U.S. broadband duopoly of cable and telcos is fading as fixed wireless, Starlink, WISPs (wireless internet service providers), and fiber overbuilders expand rapidly,” said Jeff Moore, principal of Wave7 Research, in a RCR Wireless News report in May. “Increased competition from carriers and alternative providers is giving consumers more choices, wider availability, easier setup, and lower prices,” he continued.
Comcast bets on converged offers to win customers As it faces growing pressures in the broadband market, Comcast is relying on its converged wireless and internet offerings, which include monthly discounts, to win back customers. The company kicked off this strategy last year by attaching a free Xfinity Mobile line offer to its internet plans. At the time, it also lowered everyday prices for these plans and added one-year and five-year price-lock guarantees, new speed tiers and unlimited data.