More than eight in 10 UK households will have signed up to bundles of at least two telecom and media services from the same provider by 2019, according to new research.
This year, CCS Insight said more than 12 million households will commit to a bundle of three services from the same provider, with a further 1.5 million expected to take quad-play services.
Those households purchasing bundles of four services are expected to double in 2016, largely thanks to market consolidation.
According to a new forecast by the analyst house, telecom and media companies will be forced to make new alliances and acquisitions in an effort to compete with market leaders Sky and Virgin Media.
Paolo Pescatore, Director of Multiplay and Media at CCS Insight, said: "Over 40 percent of UK households currently do not subscribe to pay-TV services: this is a huge opportunity.
“BT has shown the way with the success of BT Sport. It's now using its sport channels to drive up subscriptions to BT TV among its existing customers.
“It's also targeting Sky TV customers who enjoy watching sports, while others like Virgin Media are positioning themselves as aggregators.
"We will see similar battles in other types of programming beyond sport, fuelling further competition.
"We believe programmes, especially exclusive material, will be a key weapon in providers' quest to secure customers.
"Those that offer a vast array of programmes will be better placed to succeed."
Pescatore discussed this subject in more detail at the European Communications OTT/Digital Content Strategy Seminar earlier this month.
Click here to see a video of his presentation from the event, which also featured Telecom Italia and EE.