Musk's Starlink boasts of doubled subscriber base, but mainstream remains a far-off destination for the satellite internet service

By Genna Contino

These are the circumstances in which choosing a SpaceX-operated Starlink setup over fiber, cable and 5G may make financial sense

Starlink is growing its subscriber base, but experts say the satellite internet service run by Elon Musk's SpaceX remains a niche option. Above Musk is shown at a joint event in 2022 with T-Mobile in Boca Chica Beach, Texas.

Starlink is evolving. The satellite internet provider owned and operated by Elon Musk's SpaceX (SPCX) has transitioned from an experimental service with bulky dishes to a more mainstream brand that now offers smaller hardware that's easier to install in homes.

The internet business, which now powers in-flight wifi on major airlines, was deemed the "crown jewel" of SpaceX's empire, as the company's first earnings report last week showed Starlink's subscriber base has doubled on a year-over-year basis.

But broadband experts say Starlink remains a niche service for digital nomads and people living in rural areas without access to conventional internet providers such as AT&T (T) or Verizon Fios (VZ). Starlink's residential internet can be pricey: Monthly costs start at $55 for 100 megabits per second and go as high as $130. Users also must pay for the hardware, which costs $349 upfront for a standard kit and can be rented for $10 a month.

In comparison, product-review site CNET shows plans with traditional providers like Xfinity (CMCSA) or Spectrum (CHTR) starting as low as $30 a month, depending on location, with equipment rentals typically ranging from $5 to $15 - although those costs may be included in the monthly price.

"Starlink can still be worth it, but at the end of the day customers are paying a premium for flexibility with this type of broadband, not because it is the cheapest product," said Tyler Cooper, editor in chief of BroadbandNow, an internet-provider comparison site.

The competition: 5G, cable and fiber

For people who live in an area with access to fiber, cable or 5G fixed-wireless internet, Starlink is a tough financial sell.

Fiber, a broadband connection that uses thin glass or plastic strands to transmit data, is the "gold standard" in 2026 due to its speed, consistency and price, said Joe Supan, a writer at CNET who focuses on broadband. "That's the strongest, most reliable connection you'll be able to get."

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Monthly service prices for fiber providers like Brightspeed and Metronet start at $30, according to CNET, but most households pay at least $50 a month. Cable internet providers such as Cox or Xfinity have cheaper plans in many regions, but upload and download speeds are not as fast as with fiber.

Starlink's most serious competitor in rural and suburban areas is 5G home internet, according to Cooper. "As a whole, 5G is usually cheaper, easier to install and 'good enough' for the average household," he said.

T-Mobile Magenta Max (TMUS) and Verizon wireless customers can get a discounted price of $25 to $35 for 5G home internet - but because it is wireless it is generally slower and less reliable than cable or fiber options.

"The problem is that 5G availability can be inconsistent. We've found this can even be the case from one address to the next," Cooper said. "In areas where cellular coverage is weak or towers are congested, Starlink still has a major advantage, but this is a constantly evolving side of the business."

When Starlink makes sense

There are some instances where paying the Starlink premium could be worth it:

-- If you live where traditional wired internet lines do not exist.

-- If a local cable provider quotes you thousands of dollars to run a physical line to your property.

-- If you work remotely and cannot afford a minute of downtime. After Hurricane Helene destroyed fiber lines in western North Carolina in 2024, disrupting internet service, many households relied on Starlink after the Biden administration deployed systems to the area.

Read the fine print

No matter which internet service provider you choose, it's important to read between the lines of the marketing language and promotional rates. "They'll show you one price, and some providers make it kind of confusing to tell what you're actually going to be paying a year from then," Supan said.

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To avoid getting burned, experts recommend that consumers look beyond the flashy "speeds up to" headlines in advertisements and compare the full monthly cost of the service after accounting for expiring promotions, equipment rentals and hidden fees.

"Speed is important," Cooper said. "But reliability, upload performance, latency and long-term pricing usually matter more than the biggest number in the ad."

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-Genna Contino

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08-11-26 1211ET