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Tom Harrington, head of television for Enders Analysis, said people were only prepared to pay for a maximum of three video subscriptions — with Netflix, Disney+ and Amazon Prime Video emerging as the dominant players. Newer entrants such as Paramount+, NBCUniversal’s Peacock and Warner Bros Discovery’s Max are expected to struggle in the battle for subscribers. “If you’re watching one service, then your sense of the value for money that the others provide is lowering,” he said.

He pointed to the market-leading 45 minutes per day users spend with Netflix as driving its unexpected success in converting “parasitic” users who have been password sharing for up to a decade.

“The outperformance of this initiative is fundamentally a testament to the product itself,” he said. “If you have been getting something for free for a long period of time then it is difficult to persuade people to pay but Netflix ­appears to have converted many non-paying users.”

Karen Egan, analyst at Enders, said the merger would be likely to be referred for a so-called Phase 2 inquiry. “Clearly there will be a degree of overlap as they both offer telecoms services across an array of customer types, but the bulk of their customer bases are helpfully quite different, as the Vodafone brand has been more successful at the high end of the consumer market, while Three is much more of a value proposition,” she said.

“We hear from ad agencies that clients are getting fed up with the online drama and if a site does not deliver sufficient measurable results to make it important enough not to boycott then they’ll just leave it behind,” says Joseph Teasdale, head of tech at Enders Analysis. 

Karen Egan, a senior telecoms analyst at Enders Analysis, said it was “inevitable that [the UK government] would be really sensitive about telecoms, which is more critical than ever to our lives in general and particularly in today’s geopolitical environment”.

She said risks included cyber attacks, interception and networks being shut down.

Egan added that the imposed requirements could be a template for the proposed domestic merger of Vodafone and Three UK, owned by CK Hutchison, if there are any national security concerns related to the Hong Kong-based company.