The latest Strategy Analytics research has discovered that fewer than half of UK households today take more than one entertainment or communication service (multiplay bundles) from the same provider, which is expected to grow 67% by 2016.

Furthermore approximately 613,000 UK subscribers are predicted to have adopted a Quad-Play (broadband, phone, tv and mobile) service bundle by the end of 2011.


The reports sights Virgin Media as an example, which recently saw churn hit a shocking 36% among its standalone (single play / solo) service subscribers. By contrast those on its quad play packages had a churn of just 6%. Churn is a measure of customers lost versus customers gained.