Omdia reveals five key strategies for UK altnets to boost subscriber growth

LONDON, October 22, 2025: UK alternative network providers (altnets) face a critical challenge: converting their rapidly expanding fiber networks into active subscribers according to Omdia. While the UK has seen an explosion of FTTP deployments, altnets now face significant challenges in converting network footprint into active subscribers.

Favorable regulations and initially cautious incumbents have fueled the rapid expansion of altnet infrastructure, creating a highly competitive market. However, without a clear strategy to increase adoption rates, many providers risk falling short of their business objectives. Omdia has identified several avenues worth exploring to strengthen their market position.

Omdia's analysis points to five critical areas of focus for altnets to drive higher adoption:

• Leveraging one-touch switching to attract customers from competitors.
• Using multi-Gigabit speeds as a key differentiator.
• Placing a greater emphasis on in-home connectivity.
• Offering wholesale access to maximize network utilization.
• Becoming multiservice providers to offer more competitive retail pricing.

"As the UK fiber market becomes increasingly crowded, the battle for subscribers will intensify," said Diana Gorelik, Senior Analyst at Omdia. "Altnets can no longer rely solely on network availability. Differentiation through seamless switching processes and flexible pricing promotions will be essential to capture customers from established players."

Omdia's research further suggests that the long-term viability for many altnets will depend on maximizing the value of their infrastructure. “Opening networks to wholesale access and placing greater focus on multi-Gigabit connectivity and delivering a premium customer experience are increasingly important steps towards achieving profitability in a maturing market,” noted Stephen Wilson, Senior Principal Analyst at Omdia.