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The Smart Money: Why ISP Complexity Is Creating Opportunity for Security Providers

One-third of U.S. internet households now receive gigabit or multigigabit service, and average reported download speed reached 725 Mbps in Q1 2026. Rural households averaged 651 Mbps, compared with 243 Mbps in Q3 2020. This growth gives more households the capacity to support cameras, streaming devices, voice assistants, and other connected products simultaneously.

Cable serves 35% of home internet households, while fiber is close behind at 32%, up from 24% in Q3 2023. Self-reported fiber adoption already exceeds cable in urban and rural markets, with suburbs the remaining holdout. Fiber is on track to overtake cable by the end of 2027. Fixed wireless 5G home internet is also rising, challenging traditional ISPs. Fiber, cable, fixed wireless, and satellite will all support smart homes, but with different advantages in coverage, cost, and speed.

As ISPs began offering high-quality Wi-Fi 6 products, more consumers moved toward leasing behavior. Parks Associates data shows that as of Q2 2026, 59% of home internet households receive their router through the ISP.

From the article, "The Smart Money: Why ISP Complexity Is Creating Opportunity for Security Providers" by Daniel Holcomb

 

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