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Data Suggests UK Broadband ISP and TV Bundles are Growing

Thursday, Jul 27th, 2023 (12:01 am) - Score 1,656

A new survey of over 2,000 UK adults, which was carried out four times over the past year by YouGov on behalf of Point Topic, has found that respondents who bundled their broadband ISP connection with a TV product has increased by 8% year-on-year (i.e. starting at 35% in Q2 2022 and rising to 43% in Q2 2023).

At present, there are a lot of question marks over the viability and attraction of bundling a premium TV service with broadband, with some ISPs even appearing to scale-back their commitment to such products. Consumers these days are under pressure from an ongoing cost of living crisis, while also having access to a lot more choice via multiple different streaming services and those don’t depend on a set-top-box for access (e.g. Netflix, Amazon, Disney+ etc.).

Despite all that, the new data clearly shows that there’s still plenty of interest in bundling TV products with broadband. Point Topic also found that this is even higher amongst those taking Fibre-to-the-Premises (FTTP) broadband lines. Of those respondents subscribed to a TV/video and broadband package, just over half (51%) on average were taking a full fibre service.


Big internet providers have historically seen TV products as a way to tackle churn (i.e. discouraging consumers from wanting to leave) and to attract new customers, with the data suggesting that there may still be some logic in this. Sky Broadband, BT and Virgin Media are particularly strong in this area.

In terms of the propensity to change ISP for a curated bundled TV and broadband service, the research noted that the percentage of net respondents “unlikely” to change ranged between 44% and 48%. However, in Q2 2023, there was a noticeable increase in the percentage of net respondents “likely” to change (38%) compared to the previous quarters.

Crucially, the percentage of respondents with a TV/video bundle increased from 35% in Q2 2022 to 43% in Q2 2023, indicating a gradual upward trend.

Additional Context

For the past three quarters, we asked survey respondents if they had changed Internet service providers within the past six months. For those respondents who did change providers, we then asked them to rank the influence of a TV/video bundle offering on their decision-making.

From Q4 22 until Q2 23 a bundled TV/video service offering increased in importance amongst those who switched. In Q4 22 19% were completely influenced by a TV bundle, which grew to 27% in Q1 23 and 32% in Q2 23.

On average across the three quarters, 23% of respondents were somewhat influenced by an ISP’s bundled TV service, while 30% were strongly influenced, indicating that there is room for growth within this market segment given that providers can get the balance right between gigabit capable full fibre and curated TV services that are affordable and present value for money.

However, the survey didn’t dig into the depths of what kind of TV solution consumers were actually taking, since we know of several operators that will bundle just a basic TV streaming box alongside their packages for a small additional fee (sometimes this can even be offered for free as an enticement).


For example, you can add Virgin Media’s STREAM box to a broadband plan for just £35 (one-off), but it’s not really something we would classify as a true Pay TV product unless you also take out an optional premium content subscription on top of that. Some customers may simply add the box as a “nice to have” extra, but then not use, although they’d still be counted above as having taken a TV product.

On the other hand, if the box itself helps the customer to decide that they should pick such a provider, then it’s still served part of its purpose – regardless of whether or not the customer actually uses it.

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By Mark Jackson
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook and .
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10 Responses
  1. Avatar photo John says:

    Interesting, so ISP’s that offer a FTTP with TV service bundle should see higher take-up rates.

  2. Avatar photo Scott says:

    I think Virgin Media might be an exception here. Personally, I swapped over to Virgin Media from Openreach-based FTTP because through a friend’s offer and a “misprint” on the terms on the site, I managed to bag the top Volt Ultimate with 4K Sky Sports and Netflix Premium for £47 a month. I dropped the 4K sports and movies as I don’t use it and now pay £37 for the lot. I believe it to be the (st)deal of the century. Yeah, I’m kinda gloating but the reason I detailed this is I know I’ll be included in this statistic, but it was purely due to cost savings and nothing more as I don’t watch standard TV (boxes are not connected; 1Gbit FTTP on Openreach with Netflix Premium was £72/month for me, 1Gbit on Virgin with my Netflix tagged on and everything else is £37/month – no brainer). If I drop down to just Gig1, my bill would go up (I checked). When the offer ends, so will the bundled TV I don’t use.

  3. Avatar photo mike says:

    Well what are you gonna do when it’s £62 for broadband alone or £64 for full TV with two TV boxes and your Netflix paid for

    1. Avatar photo Scott says:

      Easy, swap back over to an Openreach-based FTTP provider without bundled TV services (I don’t class Netflix as a bundled “TV” service myself) if Virgin Media cannot offer me a deal cheaper. I know fair well my deal will not be matched at the end of the 18-months. I have no need for bundled TV if this isn’t referring to streaming services.

    2. Avatar photo mike says:

      Not that easy when you’ll only get 20Mbps rather than 1Gbps

    3. Avatar photo mike says:

      And I class Netflix as a £9.99 discount on my bill

    4. Avatar photo Scott says:

      Huh? I can get 1000/115 on my Openreach FTTP line? I dunno where the 20Mbps comes from? Any I subscribe to Premium Netflix which is more than £9.99.

  4. Avatar photo Ad47uk says:

    I don’t think I have ever bundled a TV package with my broadband, mobile phone I did many years ago with BT Wifi anywhere or something like that, it included a HTC S710 and it meant we could use the FON system which used a spare bit of bandwidth on other peoples routers. It never really worked that well, as not enough people used the FON system.
    The only other time I had a bundle, while not really a bundle, was with Plus net and I used their mobile network.

    All I want is a connection to the net, I don’t have a TV licence, so I can’t watch live TV and I like the flexibility of the way I do things, I can cancel the streaming services I use when ever I want, no contract.

    i have seen how much people pay for sky, sports, films and broadband and it is crazy money a month.

  5. Avatar photo Josh Welby says:

    I have got a Broadband and TV Package
    with Virgin
    I have their Ultimate Volt Package
    with all of their add-ons for £85 a month
    I do not think I can get anything better

    1. Avatar photo mike says:

      You’re getting ripped off, some of us have more for less

Comments are closed

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