The costs of bundled DSL services were lower than standalone broadband in the second quarter of 2008, according to global research by Point Topic.
The research firm found that in Western Europe, the trend was even more significant as the average price of a double-play deal with VoIP was 30 per cent down quarter-on quarter while its IPTV counterpart was up by 20 per cent.
Fiona Vanier, senior analyst at the firm, remarked: "Ultimately ISPs want customers, and they wants customers who generate revenue, in particular they want growth in revenue.
"To achieve this they are going to have to hook into all aspects of communication and data transfer, whether it's voice, video or plain bits."
She added that the trend is visible all over the world, as broadband bundles in South and East Asia were found to be 43 per cent cheaper than a standalone tariff.
Previous research by Point Topic has found that the number of UK households with internet access increased by 4.3 per cent to 62.9 per cent in the 12 months up until June.
This compares with a growth of just 2.6 per cent in the previous year.