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The popularity of TV and broadband packages will see Sky continue to increase its customer base, Strategy Analytics has claimed.

According to the analyst, Sky is set to add 90,000 pay TV subscribers and 425,000 broadband customers by the end of 2012.

"The firm has benefitted from a growing number of subscribers - now the highest in the UK - that bundle services, leading to increasing average revenue per user and strong financial performance," Strategy Analytics said.

"Broadband growth will remain a key foundation of Sky's new multi-product, multi-platform strategy and is crucial to the long-term success of the company."

Jason Blackwell, Director of Service Provider Strategies at Strategy Analytics, said many of the company's new video products, such as Now TV, rely on broadband for delivery.

"Sky is thus banking on the idea that consumers will choose its broadband service to provide this connectivity," he stated.

The firm claimed that Sky added 212,000 broadband subscribers in the first quarter of 2012, taking its overall total to 3.8 million.

In addition, the company has more than 10.2 million satellite TV customers in the UK.

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