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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Bundled Communications Services - UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The bundled communications market was estimated to be worth £20.2 billion in 2019, marking a slight decrease on last year. The main reason for the drop was the decreasing use and installation of landline services, although the rising popularity of superfast broadband is helping soften the decline.


The increasing need for fibre internet comes as part of consumers’ growing data usage, with people using almost double the amount of data compared to 2016. Now, over half of consumers with a TV bundle have a subscription to either Netflix and/or Amazon Prime Video.

Expert analysis from a specialist in the field

Written by Zach Emmanuel, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The bundled communications market decreased slightly compared to last year, mainly due to the continued reduction in landline usage. Whilst quadplay bundles are currently niche, there is clear room for growth, with four in ten non-quadplay subscribers open to it. The appropriate target market for quadplay is Millennials and mid-contract incentives could encourage them to sign up Zach Emmanuel
Technology Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Bundled communications market valued at £20.2 billion
              • Figure 1: Operator revenue from communication services, 2014-24
            • Consumers increasingly reliant on data
              • Importance of landline decreases
                • 5G gaining momentum but cost and coverage are barriers
                  • Companies and brands
                    • BT retains grip of broadband market
                      • Virgin Media brings 1GBps internet speeds to consumers
                        • BT starts Halo plan with a focus on customer service
                          • Virgin Media adds Amazon Prime Video to TV platform
                            • The consumer
                              • Consumers continue to be less dependent on landlines
                                • Figure 2: Ownership of a landline service, November 2017-December 2019
                              • Over six in 10 broadband subscribers have fibre speeds
                                • Figure 3: Type of broadband owned, November 2017-December 2019
                              • Netflix and Amazon Prime Video subscriptions rise
                                • Figure 4: Netflix/Amazon Prime video subscriptions, January 2019-December 2019
                              • Almost 40% of TV subscribers use providers’ apps
                                • Figure 5: Usage of a TV provider’s mobile app, December 2019
                              • Virgin Media customers most likely to have quadplay
                                • Figure 6: Buying a quadplay bundle previously or in the future, December 2019
                              • Customer service experience the key differentiator after price and product quality
                                • Figure 7: Most important factors when considering a bundle provider, December 2019
                              • Data allowance key in using 5G to replace home broadband
                                • Figure 8: Interest in using 5G as a replacement for home broadband, December 2019
                              • What we think
                              • Issues and Insights

                                • Offering mid-contract incentives to engage and keep quadplay customers
                                  • The facts
                                    • The implications
                                      • Unlimited streaming as part of 5G is likely to promote pay-TV providers’ apps
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Bundled communications market valued at £20.2 billion
                                              • Consumers increasingly reliant on data
                                                • Importance of landline decreases
                                                  • 5G gaining momentum but cost and coverage are barriers
                                                  • Market Size and Forecast

                                                    • Bundled communications market valued at £20.2 billion
                                                      • Figure 9: Operator revenue from communication services, 2014-24
                                                      • Figure 10: Operator revenue from communications services, 2014-24
                                                      • Figure 11: Fixed telecoms and TV subscription revenues, 2014-19
                                                  • Market Drivers

                                                    • Consumers increasingly reliant on data
                                                        • Figure 12: Number of fixed broadband connections, 2013-18
                                                        • Figure 13: Average speed of home broadband, 2013-18
                                                        • Figure 14: Average home broadband data consumption per month, 2013-18
                                                      • Importance of landline decreases
                                                        • Figure 15: Minutes using landline service per year, 2013-18
                                                      • 5G gaining momentum but cost and coverage are barriers
                                                        • Fixed Mobile Convergence gaining prominence
                                                          • Bundle providers agree to compensation scheme to improve customer service
                                                            • Bundled communications providers respond to coronavirus
                                                              • BT insists that broadband performance will maintain
                                                                • Virgin Media checks client-facing staff for flu symptoms
                                                                  • Sky offers new movies at same time as cinemas
                                                                    • Impact on consumers
                                                                    • Companies and Brands – What You Need to Know

                                                                      • BT retains grip of broadband market
                                                                        • Virgin Media brings 1GBps internet speeds to consumers
                                                                          • BT starts Halo plan with a focus on customer service
                                                                            • BT also partners with Google to offer exclusive Stadia gaming package
                                                                              • Virgin Media adds Amazon Prime Video to TV platform
                                                                              • Market Share

                                                                                • BT retains grip of broadband market
                                                                                  • Marginal drop across TV platforms
                                                                                    • Figure 16: Fixed Broadband market share, 2013-18
                                                                                    • Figure 17: UK household TV platforms Q4 2019
                                                                                • Launch Activity and Innovation

                                                                                  • Virgin Media brings 1GBps internet speeds to consumers
                                                                                    • Sky offers new Ultrafast broadband
                                                                                      • BT starts Halo plan with a focus on customer service
                                                                                        • Virgin Media adds Amazon Prime Video to TV platform
                                                                                          • BT also partners with Google to offer exclusive Stadia gaming package
                                                                                          • Brand Research

                                                                                              • Brand map
                                                                                                • Figure 18: Attitudes towards and usage of selected brands, January 2020
                                                                                              • Key brand metrics
                                                                                                • Figure 19: Key metrics for selected brands, January 2020
                                                                                              • Brand attitudes: Sky and Virgin Media viewed as most innovative bundle providers
                                                                                                • Figure 20: Attitudes, by brand, January 2020
                                                                                              • Brand personality: Sky and BT are the most accessible providers
                                                                                                • Figure 21: Brand personality – macro image, January 2020
                                                                                              • TalkTalk seen as least expensive but lacking in product quality
                                                                                                • Figure 22: Brand personality – micro image, January 2020
                                                                                              • Brand analysis
                                                                                                • Consumers rank Sky as the best provider
                                                                                                  • Figure 23: User profile of Sky, January 2020
                                                                                                • Internet-driven younger consumers most likely to use Virgin Media
                                                                                                  • Figure 24: User profile of Virgin Media, January 2020
                                                                                                • BT favoured by older consumers
                                                                                                  • Figure 25: User profile of BT, January 2020
                                                                                                • TalkTalk is the least favoured but also seen as least expensive
                                                                                                  • Figure 26: User profile of TalkTalk, January 2020
                                                                                              • The Consumer – What You Need to Know

                                                                                                • Consumers continue to be less dependent on landlines
                                                                                                  • Nearly all of landline owners bundle with broadband
                                                                                                    • Over six in 10 broadband subscribers have fibre speeds
                                                                                                      • Netflix and Amazon Prime Video subscriptions rise
                                                                                                        • Growth potential for Ultra HD with a third of BT, Sky and Virgin Media subscribers watching
                                                                                                          • Almost 40% of TV subscribers use providers’ apps
                                                                                                            • Virgin Media customers most likely to have quadplay
                                                                                                              • Customer service experience the key differentiator after price and product quality
                                                                                                                • Data allowance key in using 5G to replace home broadband
                                                                                                                • Use of Bundled Providers

                                                                                                                  • Sky edges ahead of bundle competitors
                                                                                                                    • Figure 27: Market share for bundled communications providers, November 2017-December 2019
                                                                                                                • Communication Bundles in the Home

                                                                                                                  • Consumers continue to be less dependent on landlines
                                                                                                                    • Figure 28: Ownership of a landline service, November 2017-December 2019
                                                                                                                    • Figure 29: Frequency of usage for landline, December 2019
                                                                                                                  • Nearly all of landline owners bundle with broadband
                                                                                                                    • Figure 30: Bundles including a landline service, December 2019
                                                                                                                    • Figure 31: Cost of broadband and landline compared to broadband-only, December 2019
                                                                                                                  • TV and internet continues as most popular non-landline bundle
                                                                                                                    • Figure 32: Bundles excluding a landline service, January 2019-December 2019
                                                                                                                • Broadband Speeds

                                                                                                                  • Over six in 10 broadband subscribers have fibre
                                                                                                                    • Figure 33: Type of broadband owned, November 2017-December 2019
                                                                                                                • Subscriptions to Streaming Services

                                                                                                                  • Netflix and Amazon Prime Video subscriptions rise
                                                                                                                    • Premier League coverage spearheads Amazon’s live TV push
                                                                                                                        • Figure 34: Netflix/Amazon Prime Video subscriptions, January 2019-December 2019
                                                                                                                        • Figure 35: Netflix/Amazon Prime Video subscriptions, by generation, December 2019
                                                                                                                      • Consumers prefer to pay for streaming services separately
                                                                                                                        • Figure 36: Paying for streaming service as part of or separate from bundled TV subscription, December 2019
                                                                                                                    • Watching and Streaming Content from TV Subscription

                                                                                                                      • Growth potential for Ultra HD with a third of BT, Sky and Virgin Media subscribers watching
                                                                                                                        • Higher resolution display is the biggest motivator to buy a new TV
                                                                                                                          • Figure 37: Behaviours around watching live or on-demand TV content, December 2019
                                                                                                                        • Almost 40% of TV subscribers use providers’ apps
                                                                                                                          • Figure 38: Usage of a TV provider’s mobile app, December 2019
                                                                                                                      • Quadplay Bundles

                                                                                                                        • Virgin Media customers most likely to have quadplay
                                                                                                                          • Fixed mobile convergence to improve quadplay bundles
                                                                                                                            • Figure 39: Subscriptions to a quadplay bundle, December 2019
                                                                                                                            • Figure 40: Simplicity of quadplay bundles and intent to switch provider, December 2019
                                                                                                                          • Four in 10 consumers without quadplay would be open to signing up
                                                                                                                            • Mid-contract incentives could convince consumers to sign up and stay with quadplay
                                                                                                                              • Figure 41: Buying a quadplay bundle previously or in the future, December 2019
                                                                                                                              • Figure 42: Consideration for subscribing to quadplay in the future, December 2019
                                                                                                                              • Figure 43: Reasons against subscribing to quadplay, December 2019
                                                                                                                          • Motivational Factors to Switch Bundle Provider

                                                                                                                            • Customer service experience the key differentiator after price and product quality
                                                                                                                                • Figure 44: Most important factors when considering a bundle provider, December 2019
                                                                                                                                • Figure 45: Most important factors when considering a bundle provider, by generation, December 2019
                                                                                                                            • 5G as a Home Broadband Replacement

                                                                                                                              • Data allowance key in using 5G to replace home broadband
                                                                                                                                  • Figure 46: Interest in using 5G as a replacement for home broadband, December 2019
                                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                  • Abbreviations
                                                                                                                                    • Consumer research methodology

                                                                                                                                    About the report

                                                                                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                    • The Consumer

                                                                                                                                      What They Want. Why They Want It.

                                                                                                                                    • The Competitors

                                                                                                                                      Who’s Winning. How To Stay Ahead.

                                                                                                                                    • The Market

                                                                                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                    • The Innovations

                                                                                                                                      New Ideas. New Products. New Potential.

                                                                                                                                    • The Opportunities

                                                                                                                                      Where The White Space Is. How To Make It Yours.

                                                                                                                                    • The Trends

                                                                                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                    Description