Broadband ISP Virgin Media says Sunday is the busiest UK online day
Broadband and mobile provider Virgin Media (O2) has this morning published new data to reveal that Sunday is currently the busiest day of the week online for their customers, with broadband traffic 12% higher than the average day. Apparently this traffic is dominated by social media, streaming, life admin and other task involved with preparing for Monday.
The figure may come as a surprise to some as in the past it wasn’t uncommon for internet traffic over the weekend to subside slightly, with people often using the time to go out and do other things/tasks away from home with family and friends. But this may actually still be true for certain types of traffic, with Virgin Media’s data suggesting that any fall in other areas may be more than compensated for by an increase in leisure-focused traffic.
Sadly, the provider hasn’t provided a more detailed breakdown to show such differences across internet services, which would have been useful. But they do at least include a small opinion poll based on a nationally representative online survey of 1,000 UK adults conducted by Strand Partners in April 2026. Take with a pinch of salt.
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According to that poll, some 62% of respondents scroll social media, 52% watch TV or video content, while 44% undertake some form of work-related activity on Sunday and 32% use their phones to prepare for Monday. Some 48% say they scroll to relax, but 40% are more likely to reach for their phone through habit or boredom and 52% cite at least one anxiety-linked trigger for Sunday scrolling (e.g. avoiding Monday, worrying about work or struggling to sleep).
Sunday screen time often stretches later than intended, with 58% saying they plan an early night but end up staying up later, while 42% are still using their phones at 11pm or beyond. The pattern is most pronounced among younger adults: 67% of 18–24-year-olds spend at least two hours on their phones on Sunday evenings and 62% are still using them at 11pm or later.
Jeanie York, CTO of VMO2, said:
“Our network data provides a unique insight into how the nation connects, and it shows that Sunday is now the busiest day of the week online.
The ‘Sunday Scrollies’ reflect the many ways people use connectivity as Monday approaches, from relaxing and connecting with loved ones to completing life admin and getting organised for the week ahead.
Being online can help people relax, connect and feel organised, but our findings also show how easily screen time can run later than planned. Understanding those habits is an important first step towards making technology work more intentionally for each person.”
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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It’d be interesting to see if this correlates directly with people’s income being squeezed. eg rather than going out, they’re in watching netflix etc.
Obviously VMO2/Nexfibre not publishing the Nexfibre Q3 2026 rollout progress report. Will we get one in Q4 I wonder after CMA decision.
OK: Virgin Media would like us to know that most days average at 14% of the week’s throughput, but Sundays are 16% of a week.
(Because 16 traffic units is 12% higher than 14 traffic units.)
VM has put out a press release to announce a two-point rise on a Sunday. Wow.
Mildly Interesting, but hardly earth-shattering, VM press team.
The reason Virgin claims Sundays are busy is as follows for past 8 years mobile providers were allowed to get setting up for 5 g trials were blocking out free to air signals and their frequency by mounting on top of Ariel signal in direct straight line setting up in line mast on lower land areas, example from for instance areas that were getting signals from over 60 miles on flat areas were are relayed to strength their signal blockage of free to sit television
None of these mobile providers put free to air signals back to were at beginning and left free to sit television piculating, this is reversal of WiFi used to be, Ofcom allowed this and recommended Freeview to weakening radio and Ariel to be weakened,
Some free to air signals were restored to full signals and clear TV programmes, but Virgin was ones lagging behind after all other providers finished setting up 5g prepared for switchover for 2034/6, but Virginia suddenly started to do 5g preparations 3 weeks ago on a Wednesday evening started piculating free to air TV knocked out TV signals and all station
Compleat blackout free television,
Virgin now set up for transition but still left free to air television blocked,
But worse thing Freeview has done over these 8 year to target BBC signal /frequency they have succeeded in knocking BBc out of showing live TV by retuning and retuning stations frequently and signal,
People are paying their TV licences but have no television programmes to view people cannot all afford paying broadband or WiFi to view television on iPlayer& player like itv& X, simply not a lot money about poor neighbourhood, can we all have our free to air television programmes back as live TV isn’t preference to everybody
Deranged, illiterate nonsense. Why waste your time and ours with this?