The cheapest broadband is rarely the cheapest broadband
Sort any comparison site by monthly price and you get a list that is almost perfectly wrong. The cheapest headline price is frequently the most expensive package over the term, because the numbers that decide the total are not in the headline.
Four things decide the real cost: the introductory price, how long it lasts before the annual rise, the setup fee, and the minimum term. A package at £22 with a £3.50 rise over 24 months costs £582; one at £24 with no rise over 18 months costs £432 and frees you six months earlier. The cheaper-looking one is £150 worse.
The four numbers that matter
- Introductory price and its duration. Often 12 months, sometimes the whole term. This is the only number advertised.
- Annual rise. Now stated in pounds and pence under rules in force since January 2025. On older contracts it may still be inflation-linked, which is unpredictable.
- Setup and delivery. Usually £0 for self-install, sometimes £30 or more for an engineer. Some providers charge delivery on top.
- Minimum term. 18 or 24 months is standard. A 24-month term at a lower price can still cost more than an 18-month term at a higher one.
Worked example: four real-shaped packages
These are illustrative structures rather than specific quotes, but they mirror how UK packages are actually priced.
24-month total, four ways of being 'cheap'— scroll sideways
| Structure | Monthly | Rise | Setup | Term | Total |
|---|---|---|---|---|---|
| A: low price, long term | £22.00 | +£3.50 | £0 | 24 mo | £582.00 |
| B: mid price, no rise | £24.00 | £0 | £0 | 18 mo | £432.00 |
| C: low price, engineer install | £21.00 | +£3.00 | £30 | 24 mo | £570.00 |
| D: higher price, short term | £28.00 | +£2.00 | £0 | 12 mo | £360.00 |
Arithmetic only. Rise applied from month 13 where the term exceeds 12 months. Real quotes vary by address and provider.
What the table shows
Package A has the second-lowest monthly price and the highest total. Package D has the highest monthly price and the lowest total, because it ends after a year.
That inversion is the single most useful thing to understand about UK broadband pricing. Short terms are usually better value per pound spent, even at a higher monthly rate, because you are not locked into a second year at a risen price.
The catch is that shorter terms often carry higher setup costs and are less frequently discounted, so they are not always available at every address.
Where the genuinely cheap options are
Social tariffs, if you qualify — typically £12–£25 a month with no setup fee. They are rarely advertised and never appear in comparison results. Our guide on [social tariffs](/guides/social-tariffs-explained) explains eligibility.
Alternative networks in areas they cover. Regional full-fibre builders frequently undercut the incumbents to win market share, and their prices are sometimes symmetric on upload as well.
Out-of-contract retention offers. If you are already a customer and out of term, the renewal price is frequently better than any new-customer deal — but only if you ask. See [the retention call](/guides/virgin-media-price-increase-2026).
The one thing not to do
Do not choose on monthly price alone, and do not assume the cheapest package is the one with the least included. A £24 package with no rise and an 18-month term beats a £22 package with a £3.50 rise and 24 months by a margin that will pay for a mesh node and a year of a streaming subscription.
Ready to see what's available?
Prices and availability depend on your postcode. We show dated prices for the main Virgin Media tiers, then send you straight to the provider to confirm.