Sky Raises Prices Again: NOW Broadband to Cost £3 More Monthly

By Xantha Leatham, Executive Science Editor
Updated: 17:30 BST, 15 May 2025

Sky’s budget broadband service, NOW, has announced a surprise £3 monthly price hike for nearly half a million customers, effective July 4, 2025. This marks the second increase this year after a 6% rise in Sky’s broader TV and broadband packages earlier in 2025.

Earlier this year, Sky imposed a 6% price increase on broadband and TV services.

Affected Plans and Customer Options

The increase impacts legacy broadband plans, including Brilliant Broadband, Fab Fibre, and Super Fibre. Subscribers will receive at least 31 days’ notice and can exit penalty-free during this period. However, exit fees apply after the grace period, urging swift action for those wishing to switch.

A NOW spokesperson stated: “We understand price increases are unwelcome, but rising costs necessitate adjustments. We aim to keep prices low while investing in service improvements.” The company cited industry-wide cost pressures, including infrastructure and energy expenses.

Repeat Increases and Customer Backlash

This follows a £3 increase in 2024 and a £3.50 hike in 2023, frustrating long-term users. Critics argue recurring rises disproportionately affect budget-conscious customers who opted for NOW’s no-frills packages.

NOW Broadband serves approximately 500,000 UK customers.

What Customers Can Do

• Leave penalty-free: Contact NOW within 31 days of notification.
• Switch providers: Compare deals using Ofcom-approved sites like USwitch.
• Stay put: Services continue uninterrupted for those accepting the hike.

Consumer groups urge affected customers to evaluate alternatives, noting competitive rates from providers like BT, Virgin Media, and Shell Energy.

Sky’s Broader Strategy

The move aligns with Sky’s focus on premium services, including streaming upgrades and 5G expansions. Analysts suggest NOW’s price adjustments may funnel users toward Sky’s pricier, feature-rich contracts.

As inflation squeezes households, this hike underscores the challenges of balancing service quality with affordability in the telecom sector.

For updates, follow our consumer finance section or contact NOW directly.