Comcast, which operates cable TV, phone and internet services under the name Xfinity, has been struggling with a mass exodus of customers.

After rolling out price increases in early 2025, Comcast revealed in its latest earnings report that it lost 104,000 internet customers and 257,000 cable TV customers during the third quarter of last year.

While Comcast has been losing cable TV customers for several years due to the growing cord-cutting trend, where consumers ditch cable for streaming services, its internet customer losses are mainly due to rising competition. 

“The broadband environment remains intensely competitive, which we do not expect to change anytime soon,” said Comcast CEO Mike Cavanagh during an earnings call in October.

He also said that the growing popularity of fixed wireless internet remains a threat to Xfinity, despite the company’s rapid fiber internet expansion.

“Fiber expansion continues at a steady pace, and as we’ve said before, we expect most of our footprint will eventually be overbuilt,” said Cavanagh. “At the same time, fixed wireless remains a durable competitor serving price-sensitive segments with moderate performance needs.”

More consumers across the country have been ditching traditional internet services as prices rise, according to a survey from Reviews.org last year.

How U.S. consumers are responding to rising internet prices:

  • About 43% of consumers said the cost of their internet service increased the most among other home services.  
  • The average price increase for internet services was $20.78 per month.
  • Additionally, 59% said they feel misled by the pricing or terms of their internet plan. 
  • ​​Nearly 3 in 4 people canceled, downgraded or considered switching internet providers due to high prices.
    Source: Reviews.org

Fixed wireless internet (5G home internet) has indeed become a popular option for consumers. This service is offered by phone carriers such as T-Mobile, Verizon and AT&T, which is cheaper than traditional wired internet. 

“A 5G fixed wireless service is probably not for everyone, but more and more this technology has gained a reputation as a practical, useful, and cost-effective home internet option,” said Peter Holslin, managing editor at Reviews.org, in the survey.

Comcast lost thousands of internet and cable TV customers during the third quarter of 2025.

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Comcast bets big on new offer to win back customers

To help stop the rapid loss of cable TV and internet customers, Comcast has launched its Xfinity Membership program. The new loyalty program promises customers weekly rewards such as “epic experiences, everyday perks and special discounts,” according to a new press release. 

Some examples of rewards include “movie giveaways and $1 rentals,” a free Peacock Premium subscription, and discounts on mobile, streaming and accessories. The program also promises VIP event access and “behind‑the‑scenes opportunities.”

All Xfinity customers are automatically granted membership status for free. However, Xfinity Membership status is based on the number of eligible Xfinity services a customer has and their tenure with the company.

The program’s membership tiers include Silver, Gold, Platinum, and Diamond. Silver is for customers who have been with the company for less than a year or are subscribed to one Xfinity service. 

Related: Comcast makes cable TV plans more generous after customer losses

Gold is for customers with one to five years of tenure or have two services. Customers who have been loyal to the company for five to 10 years or have three Xfinity services fall into the Platinum tier. Finally, Diamond status is for those who have been with the company for over 10 years or have four or more Xfinity services. 

Comcast said that Xfinity Membership replaced its old Xfinity Rewards program, which 30% of customers were enrolled in. Those customers will be automatically upgraded to a higher tier within the new Xfinity Membership. 

The new loyalty program from Xfinity leans into a growing consumer trend. Amid economic uncertainty, more consumers are relying on loyalty programs to save money, according to a recent survey from The Wise Marketer and Engage People.

How loyalty programs are influencing consumer behavior: 

  • Approximately 90% of U.S. consumers are willing to switch brands.
  • Price, loyalty program and benefits, and special promotions or discounts are the top three factors that limit switching.
  • Also, 80% of consumers said that member-only discounts are the main reason they join a loyalty program, while 87% cited the ability to earn rewards.
  • A whopping 59% of younger consumers said they purchase more frequently when loyalty programs offer experiential rewards.
  • Additionally, 48% said that the opportunity to earn experiential rewards makes them less likely to switch to competitors.
    Source: The Wise Marketer and Engage People

“Loyalty today isn’t a given – it’s something brands have to continuously earn by delivering tangible and immediate value,” said Len Covello, chief technology officer of Engage People, in a press release. “Consumers are actively seeking rewards programs that make it easy to redeem points in ways that benefit them. When those expectations aren’t met, they move on.”

Comcast is making bold changes to beat competitors

Comcast’s Xfinity Membership also comes after Dave Watson stepped down as CEO of Comcast’s Connectivity and Platforms division on Jan. 1, with Steve Croney taking the helm as his successor. 

Croney, who was previously chief operating officer of the division, has and will continue to pioneer changes to Comcast’s pricing, packaging and the experience it offers to Xfinity customers. 

Some of these efforts include Comcast’s decision to avoid hiking prices for its internet services during the first half of this year. However, it also plans to continue moving its internet customers to newer pricing and packages. 

More Telecom News:

  • T-Mobile announces free offer for Verizon and AT&T customers
  • ​​Verizon CEO sounds alarm on why customers are leaving in droves
  • Spectrum raises red flag on cause of fleeing customer problem

“This pivot we are making will take time, but it sets the foundation for a far more stable broadband base in a more challenged competitive environment, and we’re confident we’re on the right path,” said Comcast Chief Financial Officer Jason Armstrong during the company’s earning call in October.

Comcast’s increased focus on customer retention comes as it loses steam in the broadband market.

According to recent data from market research firm IBISWorld, shared with TheStreet, Comcast has a 15.3% market share in the broadband sector, which is 2.2 percentage points lower than what it had in 2021.

Currently, AT&T has 19% of market share in the sector, while Charter Communications trails behind Comcast with 13.3%.

Related: Verizon cracks down on internet customers violating key rule