The market at a glance

• Highest market presence: Telstra holds the top position across all primary metrics, leading the industry in aided awareness (85.7%), consideration (44.8%), and preferred brand status (29.5%).
• Conversion standouts: Aussie Broadband, Belong, and TPG demonstrate exceptional efficiency in moving consumers through the funnel, achieving strong preferred brand scores relative to their awareness footprint.
• Trust and perception leaders: Aussie Broadband achieves the highest brand trust score in the sector at 79.6%, while Telstra leads on fast internet speeds (77.0%), reliable connection (76.3%), and customer support (73.5%).

Sydney, 13 March 2026 – Conjointly has launched Brand Tracker by Conjointly, a brand tracking solution that sheds light on brand performance in the Australian NBN home internet industry.

Initial Findings from the Australian NBN home internet industry

The Australian NBN home internet landscape is currently led by Telstra, which maintains the highest market presence across all tracking metrics: 85.7% aided awareness, 44.8% consideration, and 29.5% preferred brand. Optus follows as a strong second (79.0% awareness, 29.6% consideration, 16.3% preferred brand), with Vodafone, Dodo, iiNet, and TPG all demonstrating robust awareness scores above 60%, reflecting a highly competitive and well-established top tier of the market.

Beyond total market scale, some of the most compelling stories emerge in conversion efficiency from awareness into genuine preference. Aussie Broadband leads here with one of the strongest awareness-to-preference rates in the study, converting a 59.6% awareness base into an 8.5% preferred brand score. Belong, TPG, and iiNet also impress, each demonstrating loyal audiences that move decisively through the funnel.

Consumer perception data and brand trust scores add further texture to the competitive picture. Telstra leads across key performance diagnostics, with 77.0% of its aware population agreeing it provides fast internet speeds, 76.3% citing a reliable connection, and 73.5% recognising it for good customer support. On brand trust, Aussie Broadband achieves the highest score of any NBN home internet provider in the study at 79.6%, followed by Telstra at 74.8%.

“Our initial wave of findings reflects a competitive NBN market where established leaders and emerging challengers alike are building meaningful brand equity,” says Nik Samoylov, Founder of Conjointly. “What’s exciting about this data is that it shows consumers are genuinely engaging with a wide range of providers. Brands at every level of awareness are converting loyal audiences who strongly identify with their offer.”

The findings are based on a syndicated study of 1,256 Australian broadband customers, with 847 respondents qualifying as having standard home internet via a fixed connection (NBN, OptiComm, or similar) with a Wi-Fi router, and identifying as the decision-maker or purchaser of their household’s internet plan. Participants were recruited via Conjointly’s panel network and compensated for their time, with the sample weighted to national demographics to ensure findings are market-representative.

Explore the Australian NBN home internet data at https://brandtracker.conjointly.com/australia/nbn-home-internet/.

About Brand Tracker by Conjointly

Brand Tracker delivers automated brand performance reporting with rigorous, market-representative insights. Australian businesses across industries can now access statistically weighted brand funnel data, including awareness, consideration, purchase intent and preference.

“We built Brand Tracker because traditional brand tracking locked businesses into expensive, inflexible contracts and delivered snapshots long after market conditions shifted,” said Nik Samoylov, Founder of Conjointly. “Brand Tracker gives Australian businesses the easy-to-use and easy-to-digest analytics they need to know their brand positioning, brand awareness and more, without requiring a six-figure commitment.”

Brand Tracker currently offers Australian businesses free access to detailed public brand data across four industries. For monitoring of your own brand with advanced analytics and real-time dashboards, Priority Access starts from the industry-breaking price of $6,000 per year – a fraction of traditional agency costs. Custom tracking solutions are also available for businesses with specific needs.

About Conjointly

Conjointly started as a simple online tool for conjoint analysis in 2016 and has since evolved into an industry-leading market research platform. Conjointly holds ISO 20252:2019 (Sampling), ISO 27001:2022, ISO 27701:2019, and SOC 2 Type II certifications, and is a member of the Insights Association and the British Healthcare Business Intelligence Association.

Conjointly’s tools address the most common pricing and product research problems and are supplemented with expert support and guidance from experienced researchers. With thousands of projects performed on the platform, Conjointly is the go-to research place for hundreds of clients.