Consumer choice brand Which? has released the results of its latest survey that polls Brits on their broadband provider satisfaction, and it’s bad news for one of the UK’s top internet firms. Alongside Now Broadband, household favourite Virgin Media scored the lowest when customers rated them for things including ease of contact, customer service, communication, technical support and value for money.

Which? surveyed 4,347 UK broadband users on their experience with their internet provider and collated the results to score each included firm out of 100. While Now and Virgin scored 60 percent according to Which?’s metrics, the firm atop the standings only managed 77 percent.

That company was Zen Internet, though only 61 of the 4,347 respondents used Zen’s services. Which? said nine in ten Zen customers said they would recommend the provider to others, and praised its contract price promise that ensures customers don’t face mid-contract price rises.

Just below Zen Internet’s 77 percent score was Plusnet with 73 percent and Utility Warehouse with 72, earning these three providers the coveted Which? Recommended Provider award.

“Our research shows that smaller providers are outshining the biggest broadband firms across the board,” said Natalie Hitchins, Which? Home Products and Services Editor.

“Many smaller providers offer better customer service, more reliable connections and fixed contracts or lower annual price rises - giving their customers more certainty about what their monthly bill will look like over the course of their contract.”

Broadband heavyweights BT, Sky and TalkTalk appeared alongside Virgin Media in the bottom half of the survey’s results.

Which? provided advice to those broadband buying Brits who might want to switch providers if they are unhappy with their current service. Check out the advice below.

Though small firms appeared to outdo the larger ones, the survey sample sizes were not equal. 683 Virgin Media customers were quizzed, with 1,100 BT, 533 TalkTalk, 481 EE and 315 Plusnet customers also taking part.

The other providers that made up the standings were Utility Warehouse, Community Fibre, Hyperoptic and Vodafone, with broadband customers asked about their service experience in between December 2024 and January 2025.

“Virgin Media received the lowest score out of the Big Four - coming joint last in Which?’s survey with Now Broadband with a customer score of 60 per cent,” Which? said. “It was rated poorly for several areas including ease of contact, customer service, communication, technical support and value for money.”

Virgin also scored poorly in a recent Which? survey regarding customer service, with the consumer brand pointing out Virgin also charges the highest annual price rise for standalone broadband products among the scored firms that adds £42 per year to customer bills.

“We’re committed to providing consistently excellent service and making it easier for customers to get support when they need it,” a Virgin Media spokesperson said.

“Complaints to Ofcom about Virgin Media were at their lowest levels since 2017 at the end of last year, while 92 percent of complaints raised in the past three months were resolved within 24 hours, and call transfers and waiting times have fallen significantly.”

The spokesperson pointed out Which?’s survey only represented 0.01 percent of Virgin’s UK customers.