By the end of 2019, 79 per cent of UK households will have signed up to a multiplay service bundle of telecom services, according to CCS Insight.
This involves buying two or more services such as telephone, broadband, pay-TV and mobile from the same provider.
"Thanks to market consolidation and a growing appetite for multiplay services among consumers, 2016 is set to be a pivotal year for the UK’s telecom market," said CCS in a statement.
61 per cent of those who don’t have a service bundle said they would consider buying one, and by the end of 2016, CCS Insight predicts that more than 16 million UK households will have a bundle of three or more services, an increase of 43 per cent from 2014.
By the end of 2019, 4.6 million households will have signed up to a package of four services, up from just over one million at the end of 2014.
CCS Insight also predicts competitive pressure and significant demand from consumers for multiplay services, which will mean further market consolidation is likely over the next two years.
"With a furious battle for customers raging, we expect the amounts paid for exclusive content deals on movies, sports and TV shows to continue to skyrocket," said Paolo Pescatore, Director of Multiplay and Media at CCS Insight. "Sports will be a major weapon in every provider’s arsenal for many years to come."
"Our surveys reveal that consumers find it more convenient and better value to buy broadband, mobile, TV and land-line access from one company, so established providers that can offer all these services are in a strong position.
"Once multiplay packages are the norm, it’ll be the exclusive content on offer that’ll set providers apart. It’s little wonder we’re seeing a frenzy of acquisitions as leading players scramble to secure assets."