New analysis of UK internet usage in 2025 indicates that online activity has entered a phase of near-constant engagement, with demand remaining consistently high across the year. According to Zen Internet, average traffic across its network increased by 21%, and usage no longer dips during traditionally quieter periods such as the summer months. Streaming, gaming, software updates, and everyday online tasks are now a seamless part of daily routines.
Live football matches were among the strongest drivers of spikes in traffic. UEFA Champions League fixtures repeatedly coincided with record-breaking usage, while the Lionesses’ Euros final in July produced an 11% increase in internet activity compared with the previous day. Evening periods with live sports or high-profile streaming releases regularly emerged as the busiest times of the week, reflecting the central role of both on-demand and live content.
Major news events generated less dramatic one-off peaks than in past years, suggesting that staying informed online is now integrated into daily habits. Nonetheless, some global events, such as the death of Pope Francis and the inauguration of the US President, still caused noticeable increases in activity, particularly on trusted news and social platforms.
Gaming and software updates prompted shorter, intense bursts of demand. When significant releases or updates occurred, traffic linked to digital downloads rose sharply, sometimes by several hundred per cent compared with normal platform activity. This highlights how modern downloads have grown in size and impact on network use.
Perhaps most notably, the traditional quiet periods in online usage have largely disappeared. Internet activity remained elevated throughout 2025, including school holidays and summer months. Even major news events now sit on top of a consistently busy baseline, underscoring a shift toward habitual, always-on connectivity.
John Lyons, Technology Director at Zen Internet, 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.”
Zen Internet’s findings coincide with the company marking three decades as an independent UK internet service provider, during which online behaviour has evolved from intermittent dial-up connections to a continuous, high-demand network supporting work, communication, and entertainment.
