June 10, 2026
4 minute read
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U.S. internet service providers concerned with retaining customers likely to churn have a growing competitive threat to address. Among customers who are actively considering leaving their current ISP, Starlink, the satellite internet provider operated by Elon Musk's SpaceX, is increasingly the destination they're eyeing. NPS Prism data on over 40,000 internet customers show their share of consideration among at-risk customers has more than doubled over the past three years.
Our journey-level data reveals why at-risk customers are landing on Starlink: the top three drivers behind switching decisions are data speed, cost savings, and perceived technology quality, the exact dimensions where Starlink leads and where many traditional ISPs are falling behind.
In addition to leading the industry in both Relationship and Product NPS, Starlink also saw the largest percentage of customers who were extremely satisfied with their provider's network speed, value for money, and status as a technological leader.
For traditional internet service providers, this means that Starlink is uniquely positioned to acquire dissatisfied customers through their low barrier to entry and their strength in these journey-level attributes. Prioritizing price value, data speeds, and technological innovation are strong first steps CX professionals can take to address this threat.
To maintain long-term market share, however, they'll need to continue to look beyond top-line NPS performance, to identify new journey-level drivers of loyalty or potential churn, and know how they measure up to competitors on those dimensions.
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