Comcast, which owns Xfinity, is now offering a convenient new service for internet customers as it struggles to prevent them from switching to its rivals.In 2025, Comcast lost more than 700,000 internet customers after it faced criticism for raising prices on its Xfinity services and removing its monthly autopay discount for credit and debit card users.To slow customer losses, Comcast revamped its internet plans last year by lowering everyday pricing. It also added one-year and five-year price-lock guarantees, new speed tiers, unlimited data, and a free Xfinity Mobile line offer.Despite these efforts, Comcast lost 65,000 internet customers in the first quarter of 2026, according to its latest earnings report. Comcast leans on delivery to boost internet customer growthIn its latest effort to win back customers, Comcast is betting on delivery, a move that’s becoming more common in the broadband industry. Comcast is now offering new Xfinity internet customers same-day delivery of Wi-Fi equipment, an option that’s available in almost 20 markets, according to a recent press release. Eligible customers who select same-day delivery at checkout when signing up for Xfinity Internet online will receive their equipment at their doorstep “within hours.” Customers can also opt to pick up their Wi-Fi equipment at a local Comcast store on the same day they sign up. Related: Comcast hopes bold offer will lure back frustrated customersCustomers can self-install their equipment and “activate service in minutes through the Xfinity app,” where they can “immediately connect devices, personalize their Wi-Fi settings, and manage their home network,” Comcast emphasized.“In a world where almost everything is instant, home Internet shouldn’t be an exception,” said Eric Jagher, senior vice president at Comcast’s Xfinity, in the press release.The company plans to expand same-day delivery across its entire Xfinity footprint by early 2027.The move from Comcast comes after T-Mobile partnered with DoorDash in March to offer free same-day delivery of its 5G Home Internet equipment to customers, an option that is available in most major U.S. cities.T-Mobile also claims that customers can set up their Wi-Fi equipment in as little as 15 minutes.
Comcast has launched same-day delivery for Wi-Fi equipment.Bloomberg/Getty Images
Comcast faces rising pressure from broadband rivalsThe new offering comes as Comcast and other traditional cable providers fall behind wireless carriers in attracting new internet customers. In the first quarter of 2026, AT&T welcomed 584,000 new internet customers, while T-Mobile attracted more than 500,000 and Verizon gained 341,000.These carriers offer fiber and fixed wireless internet (FWA) services, which have increasingly resonated well with U.S. consumers. Fiber internet has become a popular broadband option due to its faster, more reliable connection compared to traditional wired internet. The service has also been rapidly expanding across the country since 2022, reaching over half of U.S. residential areas, according to recent data from Cartesian. Fixed wireless internet (also known as 5G home internet) has grown to become another major player in the broadband industry. It is usually cheaper and more widely available in rural and underserved areas than traditional wired internet. More Telecom News:T-Mobile warns customers that a key service will double in priceVerizon adds generous offers for customers after price increaseSpectrum suffers heavy loss as customers ditch serviceIn 2022, U.S. households had only a single broadband option, said Adlane Fellah, chief analyst at Maravedis Research, in an April RCR Wireless News report. However, by mid-2025, 71% of households had access to two or more providers that offer 100/20 Mbps speeds, while over 38% had access to three or more.“Fixed wireless access has been a major catalyst,” said Fellah. “The three national MNOs — AT&T, T-Mobile, and Verizon — collectively expanded licensed FWA availability from 44% to 60% of residential locations between 2022 and 2025.”Fiber and fixed wireless internet aren’t the only growing threats to Comcast. SpaceXsatellite internet service Starlink is also resonating well with consumers, having gained more than 9 million customers since its launch in 2019. Amazon also plans to enter the satellite internet space, with its Amazon Leo service expected to introduce high-speed satellite internet sometime this year. Amid rising competition, Comcast’s Xfinity services are failing to surpass rivals in consumer satisfaction ratings, according to a recent survey from CableTV.com.The top 5 internet providers U.S. consumers are most satisfied with: Starlink lands at the No. 1 spot with an 89% consumer satisfaction score.GFiber andZiply Fiber are tied in second and third place, respectively, at 87%.Lumos trails behind at 85%. T-Mobile takes fifth place with a 78% score.
Source: CableTV.com
In the survey release, Eric Chiu, CableTV.com internet editor, said that smaller internet service providers (ISPs) continue to outperform larger ones in the broadband market.“For yet another year, 5G and fiber ISPs dominated our top ISP spots,” said Chiu. “Both internet service types offer flexible pricing or faster internet performance compared to cable and DSL internet.”“Unlike last year’s survey, no cable ISPs reached a top spot in this category,” he added. “Xfinity cracked the top five in last year’s survey with an 80% overall approval rating, but fell back to earth due to a 5% year-over-year drop.” Related: T-Mobile adds new internet plan restriction customers will feel