New Which Survey Award Best and Worst UK Broadband ISPs for 2025
Consumer magazine Which? has published the results from their latest broadband ISP satisfaction survey, which questioned 4,347 UK adults (Dec 2024 to Jan 2025) about their internet providers. Overall three ISPs were labelled ‘Recommended Providers‘ – Zen Internet, Plusnet and Utility Warehouse, while NOW TV (NOW Broadband) and Virgin Media were ranked at the bottom.
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 survey also ranked each provider by “Customer Score“, which is based on the respondent’s satisfaction and their likelihood to recommend the service. One catch with a survey of this limited size is that they needed at least 50 responses to include a survey result, which tends to exclude many smaller ISPs from the survey, although the likes of Hyperoptic and CommunityFibre did make it into the table.
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Most of the largest broadband ISPs ended up featuring in the bottom half of Which?’s table, with Virgin Media receiving the lowest customer score of 60% (tied with NOW Broadband). Virgin was rated poorly for several areas including ease of contact, customer service, communication, technical support and value for money.
A Virgin Media spokesperson countered that they were “committed to providing consistently excellent service“, before noting how “complaints to Ofcom about [us] were at their lowest levels since 2017 at the end of last year, while 92% of complaints raised in the past three months were resolved within 24 hours, and call transfers and waiting times have fallen significantly.” Virgin Media believes these “green shoots are a more accurate reflection of the improvements we’re making than Which?’s survey, which represents just 0.01% of our customer base.”
Which? 2025 UK Broadband Survey Results (Customer Score)
RECOMMENDED PROVIDER
Zen Internet – 77%RECOMMENDED PROVIDER
Plusnet – 73%RECOMMENDED PROVIDER
Utility Warehouse (UW) – 72%CommunityFibre – 71%
Hyperoptic – 69%
Vodafone – 69%
EE – 68%
BT – 64%
Sky Broadband – 62%
TalkTalk – 61%
NOW TV / NOW Broadband – 60%
Virgin Media – 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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Same as every Year Zen Plus net win every year what a Joke fix
I don’t remember PlusNet winning last year — tell me more?
Which? members who are also Zen customers like the ISP so much they overwhelmingly vote for it.
How is that incongruous?
As someone who is both, I didn’t get the survey, but I would have also voted for Zen.
Why? Their service in my experience is on par with any other Openreach based ISP, plus the one time I needed customer support, they were easy to reach, plus I like the fact that their prices are fixed, and I don’t need to haggle with them at the end of every term.
Contrasted with my experience with Virgin Media. Technically , VM was just as good. Reliable service, fast, even though upload they didn’t offer IPv6, which is minor but mattered to me.
However, they (VM) used to slap me with price rises every year, forcing me to waste time haggling, and when I finally got my house wired for Openreach, I practically had to beg VM to cancel my contract because they kept offering discount after discount instead of actually doing what I asked.
Technically OK, but other aspects of the business just make me restless at the thought of having to deal with them.
You should hear all the customers who threaten to grass us up to Which about things we have no control over, and it’s usually the older customers. I’d love to know what the average age of Which subscribers currently is.
Talktalk will be happy to have scraped their way out of bottom place, by 1%
I have had Talk Talk, Zen and Now in the past five years, and they were very similar in terms of reliability as they are constrained by openreach’s line, which in my case was not good and attempts to get all three ISPs to push openreach to do something drew a blank. I’m now on F & W altnet and so far all is well.