Spectrum, owned by Charter Communications, has rolled out a free offer for customers as the highly anticipated launch of Grand Theft Auto VI (GTA 6) nears.
Published by Rockstar Games, GTA is an open-world action-adventure video game series that first launched in 1997. The latest installment, GTA 5, was released in 2013.
GTA 6 has been in development for roughly 12 years, and it has faced multiple delays. The game is finally set to launch on Nov. 19, and it has already surpassed an estimated $1.1 billion in preorders, according to recent data from Sensor Tower.
The excitement for GTA 6 is evident in a new PCMag survey, which estimates that 12.5 million U.S. gamers plan to take PTO or modify their work or school schedules to play it.
Spectrum upgrades internet speeds as GTA 6 launch approaches
As anticipation for GTA 6 builds, Spectrum is offering its internet customers a free service upgrade.
The company is giving eligible customers a free gig speed lift, promising it will enable them to download GTA 6 in “less than 30 minutes” when the game officially launches (individuals who preordered the game gained the ability to preload it on Nov. 10), according to a recent press release.
Basically, internet customers will be upgraded to Spectrum Internet 1 Gig. In select areas, if customers already have 1 Gig, their service will be boosted to 2 Gig.
Read more: Spectrum faces new customer problem after Cox acquisition
The offer officially launched on Nov. 9, and customers can activate it on the My Spectrum App. The free gig speed lift offer will continue to run through Nov. 30, meaning customers can experience faster internet speeds while hosting Thanksgiving guests, streaming football games, and shopping Black Friday and Cyber Monday deals.
Spectrum launched this offer on the same day that its rival, Comcast’s Xfinity, announced a similar upgrade for its internet customers for the upcoming GTA 6 launch.
Xfinity began rolling out a free 15-day internet speed boost on Nov. 10. The company stated in a Nov. 9 press release that it expects Nov. 10 through Nov. 19 to be “the busiest week ever” on its network as millions of gamers race to preload GTA 6, so they can start playing the game the moment it drops.
The speed boost increases download speeds to 2 gigabits per second, and Xfinity internet customers have until Dec. 3 to claim the offer.
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Spectrum faces growing pressure to address customer losses
Spectrum is using the GTA 6 launch to make its internet service more appealing as it struggles with broadband retention.
Following its $34.5 billion acquisition of Cox Communications in August, Charter Communications reported a loss of 233,000 internet customers (on a pro forma basis) in the third quarter of 2026, according to its latest earnings report.
Of that total, 156,000 losses came from its legacy Spectrum business, up from 109,000 in the same period in 2025. Legacy Cox accounted for the remaining 77,000 internet customer losses.
Vikash Harlalka, lead cable analyst at New Street Research, told CUNY Journalism in an interview in September that growing competition from alternative internet providers has become a major challenge for cable operators such as Spectrum and Comcast.
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“We are in a situation right now where cable continues to bleed subscribers because they are struggling to compete with fiber and fixed wireless,” said Harlalka.
On top of navigating tougher broadband competition, Spectrum has faced customer backlash over its price increases in recent years.
Amid this criticism, the company has made several efforts to attract and retain customers this year.
For instance, Spectrum introduced Invincible Wi-Fi in February. The product combines Wi-Fi 7 with a battery backup and a 5G cellular connection to help households stay online during power outages and network disruptions.
Spectrum has also stepped up its efforts to improve the customer experience, committing earlier this year to completing service installations and resolving technical issues within two hours for residential customers and one hour for business customers.
More recently, Spectrum began offering a free Amazon Prime membership to eligible internet customers.
Charter CEO Chris Winfrey said on an earnings call on Nov. 6 that the company is launching a $2 billion cost-cutting plan to turn around its Spectrum business.
He said the company is “not happy” with its internet business performance and that this new initiative will make “winning more internet customers” a “top priority.”
Winfrey said this includes making Spectrum’s internet services more appealing to customers, including “adding more value” to its offerings “so that customers who are at a retail rate feel that they have got a fair and competitive price.”
The company also plans to simplify and strengthen its internet offerings, improve transparency, and expand opportunities to bundle mobile, internet and cable TV services.
Related: Spectrum plans significant changes as more customers leave
