85% of Consumers Say Cybersecurity Makes Broadband Plans More Attractive
New research suggests security can make an internet plan more appealing — but consumers want simple protection, clear value and minimal hassle.
Cybersecurity could become a much bigger part of the broadband bundle. Research presented by STL Partners found that 85% of surveyed consumers in the U.S. and Europe said cybersecurity makes a broadband offer more compelling.
The harder part for ISPs is turning that interest into actual sales. Only around one in 10 consumers currently buy cybersecurity from their broadband provider, even though roughly eight in 10 use some form of security product or service.
The biggest story is the gap between interest and actual purchases
The survey covered more than 900 consumers in the U.S. and Europe. The results suggest that security is already relevant to broadband buying decisions, but most providers are not yet the place consumers turn to buy it.
said cybersecurity makes a broadband offer more compelling.
use some form of cybersecurity today.
currently purchase cybersecurity through their broadband provider.
That difference gives ISPs an opening, but it also shows that merely adding another paid feature to a broadband package is unlikely to be enough.
Price is where consumer expectations split
More than half of respondents expected cybersecurity to come with broadband at no extra cost. A large minority, however, said they would pay more if the service delivered clear protection.
For many customers, security may increasingly feel like part of the basic broadband proposition rather than a premium technical add-on.
U.S. respondents willing to pay indicated roughly $6–$10 per month, according to the research presentation.
For shoppers, that makes it important to compare the core internet price separately from optional extras. Our guide to reading a broadband nutrition label explains how to check the underlying monthly cost, fees and service terms before valuing any bundle.
Consumers responded better to outcomes than technical jargon
The best-performing message was simple: automatically protect the home from scams, fraud and malware. The research suggests customers care more about what the service does for them than which security engine, algorithm or AI system sits behind it.
Why broadband providers have an advantage
An ISP already sits at the gateway into the home. That gives providers a practical way to offer router- or network-level protection that can cover multiple devices without asking customers to install security software on every phone, laptop, smart TV and connected gadget.
Protection at the router or network level can reach more of the connected home than a single-device app.
New devices can potentially gain protection as soon as they join the home network.
The ISP already supplies the connection, router and bill, reducing the friction of adding another service.
That does not make an ISP security service automatically better than a standalone security product. Consumers should still look at what is actually included, how threats are detected, what privacy terms apply and whether the service continues to work if they change provider.
What broadband customers should check before paying extra
A security badge on a broadband plan can add value, but only if the service solves a real problem. The useful questions are practical rather than technical.
- Does it protect the whole home network or only selected devices?
- Are scam, malware and malicious-site protections automatic?
- Is the service included, discounted temporarily, or permanently added to the monthly bill?
- Can you turn it off without changing the underlying broadband package?
- Does the provider explain what data the security service monitors or processes?
If you are worried that your home network may already be compromised, our guide explains how to check whether your internet, Wi-Fi or router is hacked before buying another add-on.
85% said cybersecurity made a plan more attractive, yet only around one in 10 currently buy it from their ISP. The clearest opportunity is automatic, easy-to-understand protection at a price customers can justify.
Broadband cybersecurity research FAQs
What does the 85% cybersecurity figure actually mean?
It means 85% of surveyed consumers in the U.S. and Europe said cybersecurity made a broadband offer more compelling. It does not mean 85% currently buy cybersecurity from their broadband provider.
Would consumers pay extra for broadband cybersecurity?
Some would. The research found 43% said they would pay extra, with U.S. respondents indicating roughly $6 to $10 per month, while 51% expected cybersecurity to be included at no extra cost.
What type of broadband security message worked best?
The strongest message focused on automatic protection from scams, fraud and malware. Technical language and AI-focused messaging were less persuasive than a simple promise of hands-off protection.
Sources
- Telecompetitor — October 2, 2026 reporting on STL Partners’ consumer cybersecurity research and webinar findings.
- STL Partners — background on telecom operators’ role in smart-home cybersecurity and network-level protection.
- STL Partners — wider research into consumer cybersecurity products and telco growth opportunities.