Sky broadband and TV customers are being urged to review their accounts closely, as the provider announces a price increase for new customers signing up to certain broadband products. From April, monthly bills will rise by £3, a move that broadband experts describe as a "frustrating blow" for consumers seeking reliable and affordable internet services.
Details of the Sky Broadband Price Increases
The price hike, which takes effect for new customers signing up from 4 February, applies to a range of Sky broadband packages. This adjustment is part of Sky's variable price increase policy, which has raised concerns about future certainty for subscribers. The specific increases are as follows:
- Superfast 35, Superfast, and Full Fibre 75 packages will increase from £46 to £49 per month.
- Full Fibre 100 will rise from £41 to £44 per month.
- Full Fibre 150 will go up from £43 to £46 per month.
- Full Fibre Gigifast will increase from £49 to £52 per month.
- Full Fibre 5 Gigifast+ will see a rise from £85 to £88 per month.
Expert Advice on Penalty-Free Cancellation
Ernest Doku, a broadband expert at Uswitch.com, has highlighted the importance of acting quickly for affected customers. He notes that while Sky's £3 increase is lower than recent hikes by other providers, the lack of transparency in variable pricing policies can be problematic. Doku emphasises that under current regulations, these variable increases must trigger a mandatory 30-day window for customers to leave their contracts penalty-free.
However, Doku warns that this window is narrow and often easy to miss. The countdown typically starts from the date of notification rather than when the price actually rises, meaning many customers may only notice the change on their bill after the opportunity to switch has passed. For broadband and phone customers unwilling to accept the hike, Sky offers a 31-day period from notification to terminate contracts early without penalty, though this does not apply to TV customers unless bundled with broadband.
Alternatives and Consumer Strategies
In response to these mid-contract price hikes, experts suggest that customers explore alternative options. One strategy is to haggle for a lower price with Sky, as providers may offer discounts to retain subscribers. Additionally, consumers are encouraged to compare broadband deals from other providers to ensure they are getting the best value for their money.
This development comes amid broader concerns about rising costs in the telecommunications sector, with many households facing increased financial pressures. Sky, known for its Premier League football and Sky Atlantic content, continues to be a major player in the UK broadband market, but this price increase may prompt some to reconsider their loyalty.
