Vodafone is poised to enter the UK pay-television market as part of its strategy to expand its broadband customer base amid intense competition. The company plans to introduce a bundled TV service combining live television and streaming content from free-to-air broadcasters alongside American platforms such as Netflix and HBO Max. The offering will be available to both new and existing Vodafone customers starting in October, though pricing details have yet to be disclosed.
This move follows similar initiatives by telecom providers like BT’s EE and Virgin Media O2, which already provide bundled TV packages aimed at attracting and retaining broadband subscribers. VodafoneThree, the company’s UK operation, had approximately two million broadband customers at the end of 2025 and seeks to more than double that number by 2034.
Max Taylor, chief executive of VodafoneThree, emphasized the growth potential in the fixed broadband market. “We have a big opportunity to grow our fixed [broadband] share and the launch of TV is what our customers are asking for, and will help us to grow our fixed share even further,” he said.
The introduction of the pay-TV service comes after Vodafone completed a £4.3 billion acquisition, acquiring full control of its UK joint venture from the Hong Kong-based owner of Three. The merger of Vodafone and Three’s UK operations was finalized at the end of May 2025 after receiving regulatory clearance, creating the country’s largest mobile operator.
Taylor confirmed that the Vodafone and Three mobile brands will be retained, but suggested consolidation may occur among the company’s three value brands—Smarty, Voxi, and Talkmobile. While these brands currently perform well with low operating costs, Taylor indicated there might be future streamlining efforts.
Under the £16.5 billion merger agreement, Vodafone has committed to investing £11 billion to upgrade its mobile network infrastructure and aims to achieve £700 million in annual cost synergies by 2030. The merger and subsequent restructuring align with a broader strategic realignment overseen by Vodafone’s CEO, Margherita Della Valle, who took charge in 2023. As part of this shift, Vodafone has exited its Italian and Spanish markets and returned substantial capital to shareholders.
Earlier this year, French telecom entrepreneur Xavier Niel acquired an 18.8 percent stake in Vodafone, fueling speculation that he may advocate for further cost reductions and efficiency improvements. Although Taylor has not yet met with Niel, he expressed confidence that the company’s ambitious plans are on track and suggested shareholders would support efforts to meet those objectives.