Broadband ARPU Is Stalling. Trust Might Be the Fix.

Across the UK, Europe, and Latin America, broadband providers are seeing the same pattern: ARPU is flat. In some markets, it’s already slipping. And the usual tactics like speed upgrades, contract hikes, and new bundles aren’t working like they used to.

People haven’t stopped needing broadband. They’ve just started asking harder questions about value.

What’s behind the stall?

We’ve been talking to a number of mid-sized telcos across Europe and LATAM. Despite different markets, they’re facing the same challenge: subscribers are leaving.

Not because of price, but because of what price no longer includes. Trust. Protection. Care.

“In the past, you could nudge prices up and point to faster speeds,” one Commercial Director told us. “Now customers are saying, ‘What am I really paying for?’”

In the UK and parts of Europe, inflation and energy costs are forcing households to reassess their bills. Even modest mid-contract hikes are triggering downgrades or exits. Loyalty is wearing thin, eroded by years of unclear terms and little transparency.

In LATAM, the pressure comes from rapid fibre rollouts, economic uncertainty, and aggressive new players offering cut-rate plans. Holding onto revenue without bleeding subscribers is a constant balancing act.

Put simply, speed Isn’t the hook it used to be

Speed is now expected. But it’s no longer enough to justify price.

“People don’t want just faster speeds,” said a product lead at a growing EU alt-net. “They want broadband that works when it matters most. They want to feel safe online. They want to believe their provider has their back.”

That trust disappears when the connection drops during a video call. When the support line doesn’t answer. When a child clicks into unsafe content. When grandad falls victim to a phishing scam he thought came from his telco.

That’s when churn starts. Not because of speed. Because the service no longer feels safe, or fair.

What’s actually working

Some telcos are stabilising or even growing ARPU by shifting from performance-based messaging to value-led experiences. The most effective tactics are simple, practical, and trust-building:

• Cybersecurity and parental controls embedded at the router, not bolted onto apps
• Wi-Fi tools that households can actually use
• Bundles that solve real problems (like remote work, fraud prevention, or digital wellbeing)
• Transparent pricing that doesn’t punish loyalty, but rewards it

“Subscribers want to know you’re looking out for them,” said a CX lead from a European fibre operator. “If they feel that, they stay. If they don’t, no discount is enough.”

In Europe, telcos are piloting loyalty-based pricing and digital safety perks. In LATAM, operators are bundling anti-fraud tools and in-home protection directly into core services to win back trust in volatile, mobile-first markets.

Why trust drives growth

When people trust their provider, they stay longer. They don’t leave for short-term deals. They’re more likely to pay for added features (and recommend you to others). That’s how ARPU grows. Not just by charging more, but by becoming worth more in the eyes of the subscriber.

And for certain segments like families, SMBs, remote workers, the elderly — that trust is closely tied to how safe, reliable, and clear their broadband experience feels.

Stats that hit home

Families & Children

• 1 in 3 UK kids aged 8–17 has experienced something nasty or worrying online (Ofcom)
• 81% of parents want more help managing child safety online (Internet Matters)
• 70% say they’d switch to a provider offering built-in parental controls (Omdia)

“My kids are online constantly. I want to know our internet is actually safe.” – Subscriber, anonymised UX research

Remote Workers

• 52% of remote workers experienced cyber threats while working from home (Cybersecurity Alliance)
• Only 30% of routers have up-to-date security (Omdia)

“If my broadband drops during a client call, or my laptop gets hit with malware, that’s money lost.” – Freelance UX designer, Spain

Vulnerable and Elderly Users

• 48% of people 65+ feel unconfident online (Ofcom, 2023)
• In Brazil, 36% of mobile scams target seniors through fake telco or banking messages (CERT.br)

“My mum clicked a fake telco message. It took days to fix. Why isn’t this stopped at the network level?” – Customer support team, LATAM operator

SMBs & Micro-Businesses

• 60% of SMBs lack cybersecurity support (OECD)
• 40% say a single attack could force them to close (ENISA)

“We’re too small for enterprise-grade security, but too exposed to go without. Our ISP should help.” – SMB owner, Poland

Other content you might like: The Telco Product Manager’s Guide to SMB Cybersecurity

Where Telcos Can Add Real Value

The network edge, the router, is the most powerful place to build protection in. No app installs. No tech headaches. Just peace of mind by default.

• Always-on threat protection before it reaches devices
• Family profiles and controls built into the router
• Simple Wi-Fi management for any household
• SMB continuity without needing an IT team

“Subscribers don’t want another app. They want their connection to protect them — automatically.” – Product Lead, Tier 2 EU operator

Final thoughts

If ARPU is flat, it might not be a pricing issue. It might be a trust issue. Subscribers aren’t leaving because they want to pay less. They’re leaving because they don’t see what they’re paying for.

The telcos pulling ahead are delivering more than bandwidth. They’re delivering reassurance. They’re making customers feel protected. Seen. Valued.

And that’s what makes them worth staying for.