I'll just note that you framed it very narrowly as "wired broadband" so the argument works; someone who takes the opposing view might consider dialup, 4g, satellite, or other services to be competition you could switch to. They likely have more market share than DuckDuckGo compared to Google/Bing.
I guess my criteria is "things I can binge Netflix on." Neither dialup or 4G fits the bill due to low speed or small data caps.
Gaming is a slightly smaller niche that rules out satellite on account of the >0.5 second latency.
And that "niche" is still enormous. With very few exceptions, every person playing any realtime online games from an Xbox, PlayStation, other console, or PC is doing it over a wired broadband connection and can't consider other services to switch to.
