More than one in ten broadband subscribers are ready to switch provider - or pay extra - in order to receive the new BT Sport channels, a study has indicated.
Research conducted by Citi indicated that 13 per cent of consumers currently with another broadband provider are planning to move to BT.
And the poll - which included 1,365 households - found that 25 per cent of survey respondents were 'interested' in BT's new subscription sports channels.
These statistics are on top of BT's existing broadband customer base - which stood at 6.7 million at the end of Q1 2013, up by 420,000 on the final quarter of last year.
When the BT Sport service launches in August, all BT broadband subscribers will have free access.
The firm's pay-TV customers will be able to watch the action on BT Sport 1, BT Sport 2 and ESPN via their set-top box.
And broadband customers without a BT television subscription will be able to enjoy the firm's sports coverage for free over the internet.
The jewel in the crown of BT's sports coverage will be 38 live Premier League matches per season, for three years from 2013-14. These include 18 of the 'top pick' matches, including local derby games and duels between the league's top sides.
BT Sport has also acquired the rights to live FA Cup, Europa League and Scottish Premier League matches, as well as top-tier games from Germany, Italy, France, Brazil, Australia and the USA, plus action from the FA Women’s Super League.
Other live sport to feature on the service will include Aviva Premiership rugby union and WTA women's tennis.