Fierce competition between rival broadband providers Sky and BT contributed to strong industry growth in 2010, it has been suggested.
Analyst firm Enders claimed that an advertising war between the two companies "is the most likely explanation" for last year's rapid rise in subscriber numbers, reports CityAM.
It added that bad weather during December and the return of some lapsed customers also contributed to the impressive performance of the broadband market.
Some 370,000 customers took out new broadband deals during the final three months of 2010, the analyst stated.
This figure was around 100,000 up on some forecasts, Enders explained.
Last month, Virgin Media reported the addition of 44,100 new broadband customers during the final quarter of the 2010.
This capped off what the firm's Chief Executive Neil Berkett described as its "best ever year".