SATELLITE internet service Starlink is increasingly becoming a primary broadband option rather than a last-resort alternative, according to an analysis released to media on Friday, March 27.
The report, by Opensignal, a global independent analytics firm that measures mobile and broadband network experiences, said Starlink, a low-Earth orbit broadband network operated by SpaceX, is seeing rapid growth driven by improving service reliability, falling prices in developed markets, and strong demand in underserved regions. The service more than doubled its global subscriber base in 2025, rising from 4.5 million to 9 million users, and surpassed 10 million subscribers by February 2026.
Data showed that Starlink is gaining users switching from traditional internet providers, particularly in rural areas where building fixed broadband infrastructure remains costly. In markets such as Australia and Canada, a significant share of households that changed providers chose satellite broadband instead.
The analysis also noted a shift in usage patterns, with more customers adopting the service as their main internet connection rather than a backup option.
Improvements in network performance have supported this trend. Reliability scores — which measure the ability to complete uninterrupted activities such as video calls — rose by more than 30 percent in Canada and the United Kingdom and more than 25 percent in the United States in the second half of 2025.
These gains were attributed to expanded satellite capacity and network upgrades. The rollout of newer satellites and inter-satellite communication systems increased total capacity beyond 600 terabits per second, reducing latency and service interruptions.
Pricing strategies vary across regions. In North America and Europe, lower monthly fees and free equipment rental have made the service more competitive with fixed broadband. In contrast, emerging markets such as the Philippines and Indonesia face higher entry costs due to hardware expenses and demand-driven surcharges.
Despite higher costs, demand in these markets remains strong, often exceeding available capacity. The report said services in several countries frequently sell out, reflecting limited alternatives and gaps in existing infrastructure.
However, challenges remain. Reliability in developing regions can be affected by limited ground infrastructure, network congestion and environmental factors such as heavy rainfall. Installation issues and shared usage setups may also affect performance.
The expansion of satellite broadband is expected to reshape the telecommunications industry, with traditional providers facing pressure in rural markets and governments reassessing investment in fixed infrastructure.