Smaller providers have surpassed the big names in broadband services, with one provider topping the rankings in a survey of 5,000 UK residents. What determines good broadband is based on a number of factors, according to those who pay for it. As well as value for money, customers are concerned with how easily they can contact their providers, how seamlessly they can fix issues, and how fast their internet speeds are.

A survey by consumer experts Which? has revealed the UK's best broadband provider. People might be surprised to learn that it isn't any of the big four providers in the country, Virgin Media, BT, Sky or TalkTalk. Instead, it was revealed to be Zen Internet. The small provider only has more than 200,000 customers across the country, as reported back in 2024. That is rather tiny compared to BT, which has a customer base of more than 8 million in Britain.

"Zen Internet topped the rankings for the second year running," the consumer group revealed. "A whopping 98% of its customers told us they are satisfied with the provider, with one customer commenting that 'everything they do is quality without exception'. It has also maintained its commitment to fixed prices throughout customers' minimum contract terms."

Plusnet also performed well, it said, scoring highly in connection and affordability. In terms of value for money, Which? revealed that three providers stand out.

It highlights Vodafone, Community Fibre and Hyperoptic as some of the best affordable options for broadband customers in the UK.

Of the results, Natalie Hitchins, Which? Head of Home Products and Services, said: "Our research consistently shows that smaller broadband providers outperform the biggest firms on the things that matter most, such as reliability, customer support and importantly value."

She continued: "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."

According to the Which? survey, the best broadband providers in the UK, ranked best to worst, are: