The number of Sky Broadband customers is set to grow due to the advantageous position the provider finds itself in, according to one expert.
Andrew Parker of the Financial Times is of the view that Sky's ability to market its broadband services directly to pay TV subscribers is a major plus point.
He highlighted figures from Sky's director of broadband and telephony, Delia Bushell, which show that only 11 per cent of the provider's 98.9 million pay TV subscribers currently enjoy its broadband services.
Charting Sky's broadband progress, Mr Parker commented: "Sky has taken the broadband market by storm since it began offering internet access two years ago. It has signed up 1.6m customers, and become the fifth-largest broadband company."
Over 200,000 new customers signed up to Sky Broadband during the second quarter of 2008.