Is Your Wi-Fi Getting More Expensive? 73% of Americans Say “Yes”

You're not the only one who feels like your internet prices are climbing year after year. According to the Reviews.org 2026 Consumer Trust Survey, 73% of respondents saw their internet bills rise in 2026, a massive jump from only 43% who reported increases in 2025.

Rather than a predictable utility cost, internet service has become a source of financial stress for many families due to ‘subscription creep’ — paying higher costs year over year for the same plan.

In some cases, higher prices may be due to expiring promotional pricing, which is an important item to check in service contracts. But in many cases, these increases come from external sources that consumers aren't always made aware of. As a result, consumers must turn to auditing their plans or switching providers just to stay on budget.

It’s not always about pricing — trust matters too. Knowing what to expect from your internet bill makes it a routine expense rather than an unwelcome budget surprise.

Despite the rollout of Broadband Nutrition Labels, 65% of respondents say they have felt "misled" by the pricing or terms of their internet plan. That means customers were expecting certain prices, speeds, and data with their internet plan, but were met with higher prices, slower speeds, or more restricted data, while others found that promotional pricing was dramatically different from long-term rates.

A lack of pricing transparency can cause consumers to feel cheated by their ISPs, leading them to seek out other services.

Hidden fees are a top trigger for comparing providers: line-item regulatory taxes, vague service fees, equipment rental, activation or installation costs, or other unexpected charges.

In fact, 67% of consumers have switched or considered switching providers specifically because of hidden or unexpected charges. That means brands lacking pricing transparency are losing customers who may otherwise be satisfied with their service.

Foregoing internet service altogether isn't a realistic choice for many people, so consumers must find ways to make their internet plans work for them.

As internet prices climb alongside other costs, more consumers are auditing their monthly bills to find where they can cut excess spending. By reducing services or add-ons, finding better-priced equipment options, or switching providers, there are several ways to lower your internet bill for better budgeting.