Zen Internet has reported a sharp rise in data moving across its network in 2025, with average traffic up 21% year on year and multiple new peak records set during the year.
The independent UK internet service provider said growth in everyday usage now underpins its busiest periods, which are still dominated by live football streamed over platforms such as Amazon Prime Video.
Traffic on Zen's network increased steadily through the year. The company said baseline demand grew 21% across 2025, outpacing growth in its customer base. It linked this to heavier day-to-day use of streaming services, cloud applications, online gaming and software distribution.
Against this higher baseline, peak traffic records were broken several times. Zen reported that the highest point in 2025 came on 11 November and sat 22% above the previous all‑time peak recorded in 2024.
Record peaks
Zen highlighted a series of new highs earlier in the year. Peak traffic beat 2024's top level by 3% in February, 9% in March and 11.5% in April. The company said these records then rose again in the autumn.
The pattern differed from earlier years when single, exceptional events produced standout traffic spikes. Zen's data for 2025 shows repeated records layered on top of a higher everyday base, as usage remained elevated across months.
Monthly averages moved in the same direction. Zen reported that average traffic from January to November increased by 21%, with summer demand remaining well above levels at the start of the year. The provider said warmer weather did not produce the usual dip in data consumption.
Sport-driven surges
Live football remained the most consistent source of short-term surges. Zen's network saw new peak records in February, March, April and November, each coinciding with UEFA Champions League fixtures.
The women's game also featured in the figures. The Lionesses' Euros final on 27 July produced an 11% jump in total network traffic compared with the previous day.
Streaming platforms continue to shape these peaks. Zen said traffic from Amazon rose well above typical evening levels between 20:00 and 22:30 during major matches.
The largest spike in Amazon traffic came on 4 November. Zen reported that usage on the service reached 85% above a normal average evening during the UEFA Champions League match between Liverpool and Real Madrid, which was broadcast live on Amazon Prime Video.
Gaming and updates
Gaming and software releases added further, if less frequent, surges. Zen noted that a surprise game launch in April produced a noticeable uplift in both daytime and evening traffic.
Later in the year, beta tests and major updates from games publishers and software firms created additional, time-limited peaks. These events generated clear spikes that sat on top of the overall upward trend.
Apple-related traffic stood out in September. Zen recorded a 900% jump that it linked to a major operating system rollout. The company said this showed how large-scale software distribution can create brief, intense pressure on networks without shifting the longer-term baseline.
News now embedded
Zen's data suggests that online news consumption has become part of everyday internet use. The company said major global developments no longer tend to trigger the kind of standalone spikes seen several years ago.
Instead, activity around news events rose from an already elevated base. Traffic still moved higher during significant moments. Zen cited the US Presidential inauguration in January and the death of Pope Francis in April, which both coincided with increased visits to public service outlets such as the BBC.
Thirty-year shift
The findings come as Zen marks its 30th year as an independent internet provider in the UK. The company first launched services in the mid-1990s and has since expanded its network as broadband and streaming have grown.
Zen said its network now carries more traffic on an average day than it handled at peak times only a few years ago. The figures for 2025 show sustained growth in both underlying usage and peak demand.
John Lyons, Technology Director at Zen, said the long-term trend required continued planning around network capacity and reliability for customers.
"What this year shows very clearly is that high demand is no longer confined to isolated moments, but is now underpinned by sustained growth. We're seeing sustained growth in baseline usage alongside repeated record peaks, which requires us to work hard to stay ahead of our growing customer demands. As Zen turns 30, continuing to invest in capacity and resilience is critical to making sure customers experience a reliable service, particularly as demand keeps rising," said Lyons.