BT's decision to provide free sports channel access to broadband customers could help the firm attract new subscribers, it has been suggested.
Research conducted by Usurv indicates that six per cent of Sky TV customers are considering terminating their subscription to sign up with BT instead.
Some 15 per cent of Sky customers surveyed said they were interested in receiving BT Sport, which launches in August 2013, reports Advanced Television.
The Usurv poll also indicated that eight per cent of non-Sky/BT customers will switch from their existing broadband provider in order to access BT Sport.
Guy Potter, Research Director at Usurv, said the study shows consumers are interested in BT's new sports package.
He commented that the initial feedback to the free service offer "seems very positive".
"While it is early days, as BT ramps up its multi-million pound ad campaign to promote the channels and more people get a clearer picture of what’s on offer, you might expect interest to build," Mr Potter stated.
"Our findings show that it certainly wouldn’t be a surprise to see customers from Sky and other broadband providers switching to BT to benefit from these new channels."