Customers will soon be receiving high-speed broadband, HD television and gaming services from the same provider, according to one expert.
Thomas Newton of UK Web Media says that the predicted trend would be in line with broadband suppliers' efforts to make deals more inclusive.
With more providers set to follow BT and Virgin Media into marketing IPTV services, Mr Newton told Broadband Finder that speed, as well as content, will not cease to be an issue for customers.
He said: "High-speed broadband alongside high definition digital TV and gaming all through one provider [could become] a reality, however customer demand is as likely to be driven by available content as well as speed."
Last year Virgin Media launched a range of bundles, with fixed-line and mobile telephony, broadband and digital television made available in one package.