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Enders Analysis published a report on the state of UK podcasting this week, which estimated the UK podcast ad market is worth about £70m. “We are not yet at a point where the size of the market in the UK is proportionate to the size of the market in the US,” Pastor said. “Their population may be five times ours. The size of their advertising budgets are many more than five times greater. We’re still playing catch-up.”

Enders said: “The industry remains small overall, with podcasts treated as a slice of advertisers’ audio budgets, currently limiting growth and resulting in overall revenue representing a tiny part of the audio advertising pie, at around £70m compared to the £738m spent on radio last year.” However, Enders added: “An industry move into video – on both YouTube and Spotify – offers substantial reach and monetisation opportunities.”

François Godard at Enders Analysis said the tournament had proved a “hard sell” to both traditional broadcasters and streamers, and that the DAZN deal was the “best Fifa could get” after pressure from participating clubs to lock something in. “The Club World Cup has a grand name, but it looks more like a promotional event,” said Godard.

France is thus taking inspiration from other European countries such as the United Kingdom, which already allows instant blocking, which has earned it recognition as an example in the fight against piracy. But its reputation isn't just based on the legal measures it has adopted, points out François Godard, an analyst at Enders Analysis. "Broadcaster Sky and the Premier League are investing a lot of money in the fight against piracy, which makes all the difference."

Karen said “Over the past decade, the cost side of the equation has really just been ramping up, with Ofcom becoming super pro-consumer and the decision to rip out Huawei infrastructure costing billions. Meanwhile, revenues have been tumbling — in real terms, around 30 per cent.”

Karen Egan, head of telecoms at Enders Analysis, said the target would likely be “reliant on consolidation of a number of smaller altnets”.

Egan said its goal to reach 8mn homes by 2029 was a “big ask given the current funding environment . . . Expanding through consolidation is easier from a funding perspective but nonetheless it’s an uncertain path as there hasn’t yet been much appetite for smaller altnets to accept deals,” she added.