We surveyed more than 5,000 broadband customers and found a very split market, with smaller providers leading the way and the giants left in their wake. Despite serving around two-thirds of the UK's broadband customers, the 'Big Four' were easily outclassed by smaller rivals.
Price hikes are looming for millions of their customers, so we're urging you to shop around before your loyalty becomes a liability. Our new broadband rankings have revealed many are paying a premium for second-rate service.
The UK's biggest broadband providers compared
To make matters worse, three of the Big Four providers are also more expensive than average. BT, Sky and Virgin Media cost around £36 per month on average, compared with an overall average of £34 per month. Several smaller providers have average costs below £30 per month.
Find out why you .
The best broadband providers
At the other end of the scale, two companies this year were named Which? Recommended Providers - Zen Internet and Plusnet.
Broadband providers that offer great value
Three providers didn't quite make the grade as Which? Recommended Providers, but we've recognised them as Great Value options that offer strong service and excellent prices.
Switch so you don't get stuck with the bill
These results have arrived just as many providers are about to hike their prices - most of the major providers now put up the cost of their deals every year.
In many cases these deals are factored into contracts so you have no way of avoiding them. Last July, BT announced that its annual price rise would increase from £3 to £4 per month and it was soon followed by other major providers EE, Plusnet, TalkTalk, Virgin Media and Hyperoptic, all of which now increase customers’ bills by £48 annually. Vodafone increases its prices by £3.50 per month each year.
Given that so many now increase the amount you pay every year, it's more important than ever to ensure you're getting value for money from a connection you can rely on. Switching is one of the best ways to ensure providers work hard for your money, and our research consistently shows it's the best way to save - the average is £100 per year, but even bigger savings are possible if you're with one of the Big Four.
Which? calls on broadband providers to step up
Our research clearly shows that while some firms are offering stellar customer service, others continue to falling short. Any provider that isn't up to scratch must up their game before unhappy customers vote with their feet and switch to a supplier that offers better service and value.
Natalie Hitchins, Which? Head of Home Products and Services, said:'With many of the industry giants now implementing a standard £4-a-month annual price hike - adding £48 to a yearly bill - it is more important than ever for customers to check if they could be getting a better deal and better service elsewhere.
'The grass can be greener and any broadband customers who are nearing the end of their contract and are unhappy with their current service or think they could stand to make savings, should not hesitate to vote with their feet and move to a different provider.'
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