By 2016, about 67% of UK households will go for a Quad Play service, a bundled offering of fixed voice, broadband, television and mobile voice, from the same provider, according to a latest report by analyst firm Strategy Analytics.
The report reveals that slightly less than 50% of UK households currently are "multiplay," and go for more than one entertainment or communication service from the same provider.
Today, while most bundles are double play in the UK market, comprising two services, triple and quad play bundles will see increased momentum over the next five years.
According to the report, by the end of 2011, an estimated 613,000 UK subscribers will opt for a quad play service.
Strategy Analytics says that service providers see the multiplay bundle as both a marketing vehicle and a churn mitigation tool.
The report also shows that UK quad play subscribers are less likely to churn, and customers who subscribe to four services from the same provider are less inclined to defect.
Second quarter results from UK Cable operator Virgin Media confirm these findings as churn among its quad play subscribers has been observed at just 6%, compared to 36% for its standalone single play subscribers.
The report, "Multiplay Services Forecast," provides analysis and subscriber forecasts during the period 2010-2016 for double play, triple and quad play services in ten countries, including Austria, France, Germany, Italy, Netherlands, Spain, UK, China, Japan and the US.
