NBN Co Witnesses Surge in Residential Gigabit Tier Subscriptions

NBN Co, the Australian national broadband network provider, has recently witnessed a remarkable surge in its quarterly acquisition of residential subscribers opting for gigabit services.

This surge marks the highest increase since the implementation of a pioneering 'try before you buy' promotion, which NBN Co introduced three years ago. This promotion offered potential customers the opportunity to experience the high-speed gigabit services firsthand before making a commitment, evidently resonating well with consumers and fostering a surge in adoption rates.

The company expanded its 'home ultrafast' services by 23,795 during the initial three months of 2024, culminating in a total base of 137,944 subscribers.

'Home ultrafast' is the term used by NBN Co to promote its residential 'up to gigabit' service, catering to customers seeking unparalleled speed and connectivity options.The surge in subscribers builds upon a previous rise of 22,818 during the preceding three months ending on December 31. This surge signifies a remarkable 50 percent increase in total residential gigabit services within a mere six-month period.

Of particular note, these increases mark the most significant growth seen in three years. During that time frame, NBN Co initiated a promotional campaign named 'Focus on Fast,' offering customers currently subscribed to 100Mbps services the opportunity to trial 250Mbps or gigabit services at no additional cost for a six-month period.

The uptick in subscribers further solidifies the company's momentum, following a previous uptrend of 22,818 subscribers recorded in the preceding three months leading up to December 31. This substantial growth represents a notable 50 percent increase in the total number of residential gigabit services over a remarkably short span of six months.

Interestingly, these recent escalations mark the most significant surge observed in the past three years, underscoring NBN Co's effective strategies in expanding its customer base. A retrospective glance reveals that three years ago, NBN Co initiated a groundbreaking promotional campaign dubbed 'Focus on Fast.' This campaign allowed existing customers subscribed to 100Mbps services the unique opportunity to explore higher-tier offerings, including 250Mbps or gigabit services, completely free of charge for a generous six-month trial period. Such initiatives not only demonstrate NBN Co's commitment to innovation but also its dedication to providing customers with tailored, high-speed solutions to meet their evolving connectivity needs.

The promotional campaign catalyzed a sweeping wave of upgrades to the gigabit tier, resulting in a staggering surge from 9,924 to 82,918 active services within the span of a single quarter. This unprecedented adoption rate underscored the undeniable appeal and demand for high-speed connectivity among consumers.

Following the conclusion of the promotion, an impressive 33,000 customers made the deliberate choice to continue enjoying the benefits of gigabit speeds, opting to pay the price difference for the enhanced service.

Since that pivotal moment, the trajectory of gigabit users on the network has been characterized by a steady ascent. However, the most remarkable increases have been observed in the past nine months, with subscriber numbers soaring by 14,095, followed by an even more substantial surge of 22,818, and now, a remarkable 23,975 new additions to the gigabit tier. These figures underscore the sustained momentum and growing appetite for ultra-fast broadband services among consumers.

The surge in gigabit service adoption aligns with a stabilization observed in NBN Co's 'fibre connect' program. This initiative enables customers with fibre-to-the-node (FTTN) or fibre-to-the-curb (FTTC) connections to upgrade to full fibre connections, thereby unlocking access to faster and more reliable services.

According to a report by iTnews earlier this month, NBN Co achieved a significant milestone by completing 100,000 connections under the 'fibre connect' program within the first 17 weeks of the year. This accomplishment brings the total number of upgrades performed under the program to an impressive 300,000, highlighting the growing momentum and success of NBN Co's efforts to enhance broadband infrastructure and deliver improved services to customers across the network.