A growing number of consumers are choosing not to bundle their broadband, TV and landline phone connection together in a single package.
According to research by Hyperoptic, 15 per cent have "cut the cord" in the last year, while 18 per cent plan to do so by the end of the year.
Almost half of those polled said they are looking at moving away from triple-play services because they do not think they are getting good value for money.
In addition, 28 per cent said they have increased confidence in their broadband service, while 23 per cent are happy with the programme choice offered by paid-for streaming services such as NOW TV, Netflix and Amazon Prime.
Steve Holford, Chief Customer Officer at Hyperoptic, said: “By cutting the cord, Brits are making it absolutely clear that they want and deserve better value from their providers.
"Why should they pay for services they don’t want or need?"
Mr Holford stated that the industry has a responsibility to respond to this change in people's habits and preferences.
Indeed, he insisted that all providers should now offer broadband-only and contract-free options.
"The choice and quality of streaming services is now so good that it makes financial sense to ditch the paid-for TV 'cord'," Mr Holford continued.
"The only issue is the customer experience."
Mr Holford added that the rollout of hyperfast broadband will be a "huge catalyst for even more cord cutting" in the coming years.
This comes after Hyperoptic rolled out a free speed boost to customers, with customers on its 20Mbps fibre broadband and phone package now receiving speeds of up to 30Mbps.
Meanwhile, those on its 100Mbps fibre broadband and phone service have been upgraded to speeds of 150Mbps.