New Which Survey Awards Best and Worst UK Broadband ISPs for 2026
Consumer magazine Which? has published the results from their latest broadband ISP satisfaction survey, which questioned 5,235 UK members of the public (Dec 2025 to Jan 2026) about their internet providers. Once again Zen Internet came top of the pack with a customer score of 84%, while NOW TV (NOW Broadband) hit rock bottom on 54%.
The survey itself typically questioned respondents about their experiences across several categories, including broadband service speeds, connection reliability, value for money, ease of contacting, customer service, technical support, overall communication and ease of setup.
In addition, the study ranked each provider by “Customer Score“, which is based on the respondent’s satisfaction and their likelihood to recommend the service. Which? also awards providers with an additional “Recommended Provider” status if they achieve both a customer score of at least 70% and have committed to Ofcom’s schemes designed to ensure fairness in the telecoms market.
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Overall, only Zen Internet and Plusnet were found to have the right stuff for “Recommended Provider” status. But as usual most of the largest broadband ISPs ended up featuring in the bottom half of Which?’s table, with TalkTalk and Virgin Media both being said to have “received the joint lowest scores among the Big Four” (customer score of 59%).
Steve Warburton, MD of Zen Internet’s Consumer Division, said:
“These results reflect what many broadband customers already feel. The biggest providers may dominate the market, but smaller providers often outperform when it comes to service, reliability, and value. At Zen we’ve always believed that putting customers first is the simplest way to build trust. That means straightforward pricing with no mid-contract increases, UK-based support and a service people can rely on. It’s encouraging to see that approach recognised again.”
Which? 2026 UK Broadband Survey Results – Customer Score
(Previous 2025 Result in Brackets)Zen Internet 84% (up from 77%)
Hyperoptic 77% (up from 69%)
CommunityFibre 72% (up from 71%)
PlusNet 71% (down from 73%)
Vodafone 67% (down from 69%)
EE 66% (down from 68%)
BT 65% (up from 64%)
Utility Warehouse 65% (down from 72%)
Sky Broadband 62% (unchanged)
TalkTalk 59% (down from 61%)
Virgin Media 59% (down from 60%)
NOW Broadband (NOW TV) 54% (down from 60%)
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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Before I read this, I bet it says TalkTalk is the worst.
Ok, 3rd down surprisingly, still have dropped by percentage though.
As an ex VM customer, their rating as seen in trust pilot UK is abysmal. They simply do not get it, off shore scamming customer service and horrendous pricing is why they are getting worse.
Any company dealing with British people financial details should NOT be allowed to outsource customer service
Phoned Sky yesterday and some lady from South Africa answered, same with Virgin who have Indian people answering.
Nothing against either country or their people but I don’t want to play a game of What did they Say, when trying to sort details out.
Cancelled Virgin and Sky at some considerable cost and moved everything to EE, can’t say how blissful it is to use customer service at EE
Totally agree. Having previously been with Talk Talk, when things went wrong their customer service was abysmal. Eventually cancelled and switched to EE.
We had some connection issues last week, and within minutes EE arranged an Openreach engineer to come out and fix the problem.
I pay slightly more for EE, but it’s worth it for the peace of mind that comes with knowing that if you have an issue, you can get hold of someone who can sort an engineer to come & fix it without giving you the run around.
I’ve always dubious about “Which” surveys as these are closed to only their subscribers. Bit like doing a supermarket satisfaction survey in Tesco’s, or gaging the popularity of a political party inside their annual conference.
If you read above you’ll see it says they surveyed members of the public
Which survey data absolutely at odds with Virgin’s quality claims in their ongoing advertising.
If I thought it would make a difference I would report to ASA
Well done Zen, credit where its due, they win it year on year