For home

Why the internet never slows down anymore as demand on our network hits a new normal

Zen Jan 29 2026 3 minutes

New data from our network highlights how internet bandwidth demand has continued to rise throughout 2025, with traffic on our network reaching consistently high levels, with far less variation during traditionally quieter periods.

Across the year, average traffic we carried increased by 21 per cent, reflecting how streaming, entertainment, gaming, software updates and everyday online activity are now firmly embedded in daily life.

Our highest recorded peak in 2024 was exceeded multiple times, with the highest 22 per cent above last year’s peak. In 2025 new records were set in February, March and April, before reaching the new all-time high on 11 November. Traffic records being broken repeatedly highlights how peak moments are now layered on top of an already busy network.

Rather than being driven only by a handful of standout moments, demand remained elevated week after week, even in the usually quieter summer months, pointing to a new normal in usage patterns.

Live football streaming still leads the biggest surges

While demand stayed consistently high, live sport continued to create the sharpest short-term increases. Football stood out, with major tournament matches and high-profile fixtures prompting clear day-on-day surges in activity across Zen’s network.

UEFA Champions League fixtures in February, March, April, and November coincided with new peak records, while the Lionesses’ Euros final on 27 July drove an 11 per cent increase in total network traffic compared with the previous day.

Streaming platforms also played a central role, with evenings featuring live sports or major releases regularly emerging as the busiest of the week. These patterns underline how on-demand and live streaming now firmly sit at the heart of how people spent their time online.

Fewer dramatic spikes, but people stay connected

Many major news events did not trigger dramatic one-off surges to the same extent as in previous years, suggesting that staying informed online is now part of everyday behavious rather than something reserved for key moments. However, select global events still promoted visible increases in activity, including the death of Pope Francis and the inauguration of the US President, particularly across trusted news and social platforms.

Gaming and software updates were less frequent drivers of peaks than in the past, but when major releases or updates did occur, they created short, intense bursts of demand, reflecting how digital downloads have become larger and more data heavy. In one case, traffic linked to a major software update increased by several hundred per cent compared with normal levels for that platform.

Thirty years of changing online habits

The findings come as we mark 30 years as one of the UK’s longest-standing independent internet service providers. Over that time, online behaviour has shifted dramatically, from occasional dial-up connections to an always-on service that supports work, entertainment, and communication throughout the day.

Our technology director John Lyons said: “What we’re seeing now is that internet bandwidth demand rarely switches off. Even outside of major events, usage stays consistently high, and when something big does happen, it’s layered on top of an already busy network. As Zen turns 30, it really brings into focus how much being online has become part of everyday life, and why resilience and long-term investment in networks matter more than ever.”