Sport is one of the biggest draws tempting consumers to pay for premium broadband, phone and TV packages, research suggests.
Despite a number of 'value' offerings, viewers are attracted to more expensive packages by the sport on offer from BT, Sky and Virgin Media, according to research from Kantar Wolrdpanel.
Its data – which measured the market share of home service providers including broadband, fixed landline and paid TV – showed that both Sky and BT grew their market share by more than 3% on the previous quarter.
More than a quarter of BT's new viewers said they joined because of the company's sports package.
The data covers the three months to September 30th.
Sky's market share grew to 30.2 per cent, while BT's grew to 26.2 per cent. In contrast, TalkTalk's share fell by 4.7 per cent to 13.4 per cent.
Virgin Media, which offers BT Sport and Sky Sports, saw its market share grow by more than 1.8 percentage points in the same period.
Imran Choudhary, consumer insight director at Kantar Worldpanel, put BT's growth partly down to its heavily-promoted UEFA European Champions League football coverage, while Sky's was due to its Premier League coverage and value-driven Broadband Unlimited package, he said.