BT is reducing the prices of its core broadband products sold to the nation's broadband providers.
While more people are enjoying video streaming on applications such as the BBC iPlayer, bandwidth is getting swallowed, causing bottlenecks in backhaul services provided by BT's Openreach arm, reports the Guardian.
Now Openreach chief Steve Robinson has told the newspaper that BT is bringing down the prices for its connection fees and annual line rental in a bid to give providers and customers some breathing space.
Mr Robinson commented: "There has been a lot of noise from our customers that end-users are consuming a lot more bandwidth. For us there is a real potential bottleneck that has to be addressed now."
Meanwhile, it was recently announced that the number of BT Retail broadband customers has grown to over 4.6 million.