This research report by G2M Insights analyzes shifting broadband pricing strategies in the United States between 2018 and 2026 using FCC Urban Rate Survey data. The findings reveal that cable operators have significantly lowered list prices for various speed tiers to compete with fiber providers and fixed-wireless alternatives. While gigabit service has transitioned from a premium offering to a mid-tier standard, new multi-gigabit tiers have emerged at the top of the market’s pricing structure. Beyond monthly costs, major cable brands are also enhancing their value by increasing upload speeds and removing data caps. Ultimately, the study suggests that national list prices have reached a floor, forcing companies to rely on promotions and bundling to gain a competitive edge.