2026
9
UK Broadband and Bundled Communication Services Market Report 2026
2026-03-30T16:13:23+00:00
REP08780E56_EEB2_4040_B80E_56EEB2B040EA
2195
192293
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Report
en_GB
With 40% of consumers stating that switching providers is too much hassle, and many brands struggling with a clear identity, a loyalty battleground has emerged, but one driven by apathy…
UK
Technology
simple

UK Broadband and Bundled Communication Services Market Report 2026

"In a market defined by inertia and lack of brand distinction, players need to double down on core strengths, to become the brand consumers actually choose, not simply settle for."

Joe Birch, Senior Technology and Leisure Analyst

Joe Birch, Senior Technology and Leisure Analyst

Market Intelligence ReportsTechnologyUK

UK Broadband Market – Trends and Insights

  • With 40% of consumers stating that switching providers is too much hassle, and many brands struggling with a clear identity, a loyalty battleground has emerged in the UK broadband market, but one driven by apathy rather than genuine advocacy.
  • 27% of broadband customers do not purchase additional services from their provider. These consumers are at the highest risk of churn as they are not tied in on multiple levels. This also presents an opportunity for brands to create differentiated, value-added bundles (e.g. streaming, smart-home, mobile SIM-only) that offer convenience and price certainty.
  • In an era of price rises, brands can use the unwelcome news of price increases to focus on offering an add-on services that can soften the blow, reframing the narrative from a loss to a potential gain. At renewal time, offering a discounted subscription, bundled package or small add-ons like speed boosts can turn a dissatisfied customer into a more loyal, higher-value one.

This Report Looks at the Following Areas:

  • The market size and five-year forecasts for the bundled communication services market, including fixed telecoms, mobiles and pay-TV, alongside broadband market share
  • The market factors underpinning consumer broadband and data use, including roll-out of full fibre, next generation technologies and hardware, to support growth of ultrafast broadband
  • Behaviours relating to shopping around and researching broadband providers, and how engagement and intention with broadband providers do not necessarily translate into switching
  • Attitudes towards broadband and bundled providers, including the role of status quo bias, loss aversion and heuristics, can play in driving consideration and choice of provider
  • Brand associations of broadband and bundled provider companies, and how many are struggling for definition in an increasingly commoditised market

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Market Definitions

For the purposes of this report, Mintel has used the following definitions:

  • Telecommunication products include mobile telephony, internet and pay television. Individually these are known as ‘services’.
  • When two or more services are sold to a consumer by the same provider simultaneously, they are referred to as a ‘bundle’. Specifically, two services sold at the same time are a dual-play bundle, three services sold at the same time are a triple-play bundle and four services sold at the same time are a quad-play bundle.
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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook for broadband and bundled communication services
    • Opportunities
    • To win customer share, brands will need to help consumers bridge the gap from intention to action
    • Rising prices and shopping around behaviour will require active management for incumbents
    • The identity gap – broadband players are struggling for definition
    • Three things brands must do to carve out a niche

  2. THE MARKET

    • Market size and forecast for broadband and bundled communications services
    • Market background
    • Smart home devices will continue to drive broadband demand
    • Graph 1: ownership of selected connected devices, 2025
    • Shopping and streaming lead the way in smartphone apps used
    • Graph 2: mobile apps used in the last three months, April vs October 2025
    • Static games consoles remain the most popular gaming device
    • Graph 3: gaming devices in the household, April vs October 2025
    • Graph 4: portable games console in the household, by age, April vs October 2025
    • Gamers will still expect physical games in 2030: broadband companies can tailor gamer-focused plans that balance physical and digital gaming
    • Market drivers
    • Consumers still have a defensive mindset when it comes to financial outgoings
    • Graph 5: index of financial sentiment in the next year, 2016-26
    • Consumers continue to look for ways to make their money go far – and refurbished can play a role
    • Graph 6: actions taken if technology products not available, 2025
    • Full fibre broadband take-up jumps in 2025, but room for growth exists
    • XGS-PON technology starts to gain mainstream traction
    • Wi-Fi 7 router revolution will pave the way for reliable low latency broadband experience
    • Global RAM shortage can impact device and broadband bundles
    • Market size
    • Increased broadband connections keep revenues steady
    • Graph 7: value of the fixed telecoms (broadband and voice) market, 2020-25
    • Value of mobile network subscriptions rises for the 5th consecutive year
    • Graph 8: value of mobile network subscriptions, 2020-25
    • Traditional pay-TV market continues to feel the impact of strong competition from the streaming sector
    • Graph 9: value of the pay-TV market, 2020-25
    • Market forecast
    • Value of broadband and bundled communications market to hit £35.2 bn by 2030
    • Graph 10: market forecast for fixed telecoms, mobile and pay-TV services, 2019-30
    • Broadband price hikes and higher value fast connections can offset fixed voice decline
    • Increased connections, greater competition and price prices see a near-term rise in value
    • Graph 11: market forecast for the value of the fixed telecoms (broadband and voice) market, 2019-30
    • Consumers digital lifestyles will drive demand for fast mobile data packages
    • Mobile networks value will be driven by the need for faster data speeds, increased volume and AI hungry apps and services
    • Graph 12: market forecast for the value of mobile network subscriptions, 2019-30
    • Pay-TV in structural decline as streaming and D2C threats intensify
    • Pay-TV is a shrinking market held together by sport
    • Graph 13: market forecast for the value of the pay-TV market, 2019-30

  3. THE CONSUMER

    • Broadband providers
    • Further consolidation in the market is to be expected, while nimble, faster altnets benchmark the future
    • Graph 14: broadband providers, 2024 vs 2025
    • Sky’s mainstream position helped by broad age appeal
    • Graph 15: broadband providers (select), by age, 2025
    • Vodafone customers skew towards higher income households
    • Bundled services
    • Highlight cost savings of streaming bundles
    • Graph 16: additional services bought from broadband provider, 2024 vs 2025
    • Make broadband the entry point for value added services
    • Graph 17: additional services bought from broadband provider, by broadband provider, 2025
    • Brands will need to play to their strength to drive loyalty
    • Regularly highlight the net savings of bundles to customers only taking single services
    • Graph 18: take-up of telecoms services (NETs), 2025
    • EE commands healthy lead in securing both mobile and broadband
    • Broadband behaviours
    • Promote hassle free switching and leverage instant incentives to move consumers from consideration to action
    • Graph 19: broadband behaviours in the last 12 months, 2025
    • Older consumers are less likely to engage with their provider
    • Make a deal with consumers to ward off switching
    • Customers of value brands less likely to be shopping around
    • Attitudes towards broadband and bundled communications
    • Price rises can be a trigger to browse, but not all have the confidence to switch
    • Graph 20: attitudes towards broadband switching, 2025
    • More established brands can lean into the status quo bias
    • Leverage social proof to encourage switching
    • Graph 21: attitudes towards broadband switching, 2025
    • Promote service continuity from the outset with a no-break promise
    • Graph 22: attitudes towards broadband switching, 2025
    • Incumbents need to double down on being a safe pair of hands
    • Clarity on pricing, loyalty continuity and insurance against downtime can feed consumer switch confidence
    • Simplify information overload for time stretched consumers
    • Graph 23: attitudes towards broadband switching, by gender, 2025
    • Perceptions of broadband and bundled communications providers
    • EE seen as a solid reliable all rounder
    • Graph 24: perceptions of broadband and bundled communications provider quality, 2025
    • EE drives high quality perception amongst 16-34s
    • Lean into unique brand characteristics to cement appeal
    • VMO2 needs to focus on communicating the benefits of their cost
    • Graph 25: perceptions of broadband and bundled communications provider value and service, 2025

  4. PRODUCT, INNOVATION AND MARKETING

    • Competitive strategies
    • EE drives network improvements
    • VMO2 blends entertainment and high speed internet
    • Sky’s City Fibre partnership boosts its speed credentials
    • Now you’re TalkTalkin’
    • VodafoneThree merger to boost Fixed Wireless Access
    • Altnets pursue differentiation via aggressive pricing, flexibility and speed
    • Brands push XPS-PON tie-ups boost speed and reliability credentials

  5. APPENDIX

    • Market definition
    • The market
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market forecast and prediction intervals (total) of bundled communications market
    • Market forecast and prediction intervals (fixed telecoms)
    • Market forecast and prediction intervals (mobile networks)
    • Market forecast and prediction intervals (pay-TV)
    • The consumer
    • Consumer research questions
    • Consumer research methodology
    • Other data source methodologies
    • Abbreviations [and terms]
    • Abbreviations and terms
    • Abbreviations and terms (cont’d)

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