Recent data indicates a shift in consumer behavior toward smaller carriers as dissatisfaction with the major players—AT&T, T-Mobile, and Verizon—increases. Many customers feel frustrated with what they perceive as predatory pricing tactics, especially as these companies have implemented price hikes in recent months. As a result, alternative providers, including cable companies that have expanded into the mobile market and Mobile Virtual Network Operators (MVNOs), are rapidly attracting new consumers.
The U.S. cable industry, spearheaded by companies like Charter Communications, Comcast, and Altice USA, reported a notable increase of 886,000 mobile lines added in the first quarter, a rise from 804,000 the previous year. These once niche providers are now offering services that cater to a broader range of prices, including premium plans and device upgrade options, often bundled with home broadband services. Comcast alone added 323,000 customers, while Altice gained 49,000 in the same period, bringing the trio’s total mobile lines to over 19 million.
Despite this growth, the cable industry still trails behind the Big 3 in gross additions, capturing 18 percent of the overall market compared to T-Mobile’s 30 percent, Verizon’s 27 percent, and AT&T’s 24 percent. Nonetheless, the cable sector’s performance reflects its increasing competitiveness, especially in the postpaid segment, where it accounted for around 58 percent of total industry net adds in Q1 2025, up from the previous quarter. The changing landscape poses a significant challenge for AT&T, T-Mobile, and Verizon, which have all reported a slowdown in postpaid growth.
While the future may present some headwinds, particularly related to immigration policies affecting the mobile sector, the cable industry’s ascent signals a clear consumer trend toward seeking alternatives to traditional carriers.