Over three million customers had already switched their electricity supplier by the end of July, according to the latest figures.
UK Energy, the trade association for the energy industry, said one in five had signed up to small or medium sized suppliers.
In July alone 385,000 customers switched, a 16% increase on July 2016.
Lawrence Slade, chief executive of Energy UK, said: "There are now over 50 suppliers to choose from, which is driving innovation, improvements to customer service and providing an incentive to keep prices competitive as suppliers fight to keep and attract customers."
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