How TDS is meeting the growing demand for speed

In today’s digital age, the demand for faster and more reliable internet is at an all-time high. According to the latest Broadband Insights Report from OpenVault, average monthly data consumption reached a record high of 698.2 gigabytes (Gig) in the fourth quarter of 2024, marking a significant 8.9 % increase from the previous year. Since 2020, there has also been a steady rise in both download and upload volumes each year.

This surge in usage highlights Americans’ growing reliance on high-speed internet for everything from remote work and online education to streaming and entertainment.

Key takeaways from OpenVault’s Broadband Insights Report

The report identified several key trends that are shaping the 2025 broadband landscape:

  1. Record data consumption. The average monthly data consumption per subscriber hit 698.2 Gig in the fourth quarter of 2024, up from 641 Gig in the fourth quarter of 2023. This increase reflects the growing demand for high-bandwidth applications and services, like 4k streaming services, online gaming, video conferencing, and smart home devices.
  2. Upstream growth. “Upstream traffic” refers to data sent out from a computer network, such as when users send emails, upload files, or send data over the internet while playing video games. Upstream data usage has seen a significant year-over-year increase of 14.6%, reaching an all-time high of 45.9 Gig last year. This trend shows a shift toward more interactive, collaborative, and demanding online activities.
  3. Steady growth amongs average users. Unsurprisingly, the highest annual growth in average household data usage took place from 2019 to 2020. However, following the pandemic, growth has remained steady with a nearly 10% increase each year.
  4. High power users are on the rise. The percentage of internet users consuming one terabyte (TB) or more per month has grown dramatically, with these users increasing by 12.8% year-over-year and super power users (two TB or more) growing by 26.3%. Extreme power users (5 TB or more) have also seen a 2.4x increase since the third quarter of 2023.

How TDS is meeting the need for speed

This uptick in broadband usage is reflected in our customers’ need for faster internet speeds to support their rigorous online activities. This demand is evident as 82% of TDS’ residential broadband customers are now opting for speeds of 100 megabits per second or higher, with a significant 24% choosing 1 Gig or higher. Additionally, 56% of new customers added last quarter opted for speeds of 1 Gig or higher.

While TDS currently provides fiber services (up to 8 Gig speeds) in numerous communities nationwide, we have significant plans to expand this footprint further. Our goals include bringing fiber to at least 80% of our service addresses and delivering speeds of 1 Gigabit or more to at least 95% of service addresses in the coming years.

As broadband usage continues to grow, TDS remains dedicated to providing the best possible service to our customers. With our commitment to faster speeds, we are well-equipped to meet the demands of the digital age.

Residents interested in upgrading to faster speeds can visit TDStelecom.com.

Garrett works on the Corporate Communications team as a Brand Journalist. On a day-to-day basis, he helps tell TDS’ story through a variety of multimedia tools on various online venues. In May of 2020, he graduated from the University of Wisconsin-Madison’s Journalism School with a degree in Strategic Communications. He also has a passion for emerging communication methods and received a certificate in Digital Studies. Originally hired as a Corporate Communications Intern in college, Garrett is thrilled to be a part of TDS’ diverse and inclusive company culture.

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