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The UK TV market is in the middle of a renewed growth phase, the dynamics of which provide lessons for service providers in other mature markets moving towards a similar stage of evolution.


  • The market for high-ARPU pay-TV subscriptions is saturated, but there is growth potential at the lower-cost end of the market.
  • Feature-rich EE TV is an appealing broadband value-add but lacks the content necessary to stand out.
  • Premium-TV providers can find growth at the low-cost end of the market without cannibalizing their core business.

Features and Benefits

  • Analyzes two broad strategies for targeting pay-TV holdouts: fixed-line telco TV and operator unbundled OTT.
  • Evaluates the value-for-money offerings of TalkTalk, new market entrant EE, and Sky's NOW TV.
  • Provides recommendations for players that are either executing a low-cost TV strategy themselves or working with those that are.

Key questions answered

  • How can telcos and ISPs enter the TV market with credible propositions that are differentiated from established offerings?
  • How are UK service providers preparing for quad-play and how will this shape future market dynamics?
  • How should operators execute new stand-alone OTT product launches to give themselves the best chance of success?
  • What can channel owners, OTT-video providers, CPE vendors, and broadcast-technology vendors do to ensure they share in low-cost-TV success?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • The new pay-TV growth opportunity

Market dynamics

  • Revamped TV strategies yield results for telcos and Sky
  • Telco-TV execution
  • Operator unbundled OTT: Sky gets aggressive with NOW TV

Market outlook

  • Cable and satellite have peaked – SVOD and IPTV to dominate UK growth
  • Technology and pricing are lowest-risk differentiators for telco TV
  • Incumbents prepare for a mixed-model pay-TV future


  • Methodology
  • Further reading
  • Author

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