SpaceX's Starlink satellite internet service is ramping up subscriber acquisition by slashing prices, offering free or heavily discounted hardware, and introducing low-cost tiers, a strategy Elon Musk says is aimed at making high-speed connectivity more accessible, especially in developing regions and underserved areas.

This long-exposure image shows a trail of a group of SpaceX's Starlink satellites passing over Uruguay on February 7, 2021
This long-exposure image shows a trail of a group of SpaceX's Starlink satellites passing over Uruguay on February 7, 2021

The moves come amid rapid expansion and competition from rivals like Amazon's Project Kuiper, which is preparing its own satellite constellation for launch. Starlink crossed 10 million active subscribers in February 2026 — up from 9 million in late December 2025 and 8 million in November 2025 — adding users at a pace exceeding 20,000 per day in recent months. The milestone reflects a doubling of the customer base in under a year, driven by aggressive pricing and global rollout.

Musk addressed speculation about the price reductions on X, denying any direct link to Kuiper's impending arrival. "This has nothing to do with Kuiper, we're just trying to make Starlink more affordable to a broader audience," he posted February 23, 2026. "The lower the cost, the more Starlink can be used by people who don't have much money, especially in the developing world." Musk emphasized the goal of reaching low-income users in emerging markets, where traditional broadband infrastructure is limited or nonexistent.

Recent changes include a $50-per-month low-cost plan in the U.S. for select areas, down from higher tiers, and continued free or near-free hardware promotions. In some U.S., European, Australian, and Canadian markets, SpaceX has offered terminals — which cost up to $600 to manufacture — at no upfront charge or deeply discounted rates to boost adoption. The Starlink Mini dish, a portable option, dropped to an all-time low of $199 in sales (with MSRP now $249, down from $299), making it $100 cheaper than the standard dish. Residential plans range from $50 for 100 Mbps to $120 for max speeds up to 400 Mbps, with average revenue per user worldwide estimated at around $70 per month.

The pricing strategy shifted from a premium model for remote users to broader accessibility. In Europe, rates fell after weaker-than-expected demand, while international markets saw reductions to spur growth. Analysts note these cuts help counter regulatory hurdles in high-potential regions like India and parts of Africa, where approvals remain pending or delayed.

Starlink's subscriber trajectory has been explosive: 2.3 million at the end of 2023, 4.6 million by end-2024, 9.2 million by late 2025, and now over 10 million. Analysts at Payload Space project another doubling in 2026 to around 18.4 million, fueled by expanded coverage (now in 155 countries after 35 new markets in 2025), improved speeds (up over 50% in 2025), and price-driven demand.

The service generates more revenue than SpaceX's rocket launches, with gross margins climbing from 7% in 2024 to an anticipated 25% by 2026. The company aims for EBITDA breakeven in 2026 and positive free cash flow by 2027. Rapid satellite deployment via Falcon 9 — and future Starship missions — boosts capacity, supporting more users without congestion.

Competition looms as Amazon's Kuiper targets launches in 2026, with plans for thousands of satellites. Musk's denial of competitive pressure underscores Starlink's focus on affordability to capture market share first. Regulatory challenges persist, but the pricing push helps in approved markets.

Starlink's growth highlights satellite internet's role in bridging the digital divide, especially in rural and remote areas. With over 10 million users and aggressive expansion, the service continues reshaping broadband access worldwide.