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The popularity of Sky's broadband deals is continuing to increase among UK consumers, it has been claimed.

Writing for the Guardian's Organ Grinder blog, Steve Hewlett, presenter of The Media Show on BBC Radio 4, noted that every quarter is seeing an increase in subscription numbers.

He commented that Sky may have near-reached saturation point in the pay TV market, having surpassed ten million customers.

However, Mr Hewlett suggested that Sky's broadband arm is continuing to expand at a rapid rate, offering further growth opportunities for the internet service provider.

He explained that 26 per cent of Sky subscribers are now triple-play customers, meaning they pay for TV, home phone and broadband services.

As such, Mr Hewlett claimed Sky is "winning the war" for consumer spending in this area.

Sky achieved 155,000 net broadband additions during the first quarter of the year, as overall subscriber numbers rose to 3.2 million.

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