James said “It makes sense to launch their most advanced new products on EE only, as this brand has more of an innovative edge to it, and launching everything across multiple brands would be time-consuming and confusing for customers. They have already been doing this to some extent but no doubt they will want to accelerate innovation going forward."

“Having said this, it would be very hard to maintain such a large customer base on just one brand, so I expect the BT and Plusnet brands to continue and still be supported by marketing campaigns."

GB News’s average daytime viewership is less than a quarter of what its stated goal was before launch, says Tom Standen-Jewell, of Enders Analysis. However, he adds that this suggests there is no “untapped partisan TV audience” in the UK, which is bad news for TalkTV too.

Joseph said “You can see the argument that maybe it’s actually not good for a widely used platform to be moderating in order to create the best environment for corporations to advertise."

“We could see Twitter relying less on advertising altogether,” Evans says, suggesting the platform could move over to a subscription model. That being said, he doesn’t believe much will change on the product side.

Tom said “The signing of Piers is an admission that they needed a tent pole for the whole thing. He has 8 million followers on Twitter and he really is a good draw. If you study the ratings numbers he really narrowed the gap [on ITV] with the BBC in the ratings. They dropped about 20 per cent after he left and on YouTube views around 40 per cent.”

Tom believes GB News had been a good test as to whether there was an untapped partisan TV audience, but says such a trend "doesn't appear to have materialised".

"If News UK are hoping for a wellspring of disenchanted viewers who are eager for more opinionated TV news then they might be a bit disappointed."

"GB News' average daytime viewership is less than a quarter of what its stated goal was before launch."

Francois said “The strategy was consolidation and it didn’t work. The fish he wanted to swallow were just too big.”

Douglas said “There’s probably a recognition that The Sun’s future is highly visual." The TV station is “a route that could address a number of different questions. It’s partly about finding out if the tabloid experience has to be, in the end, more of a video than  a text-based news experience.”

Douglas said “the journalistic talent that is already inside the building in News UK can be deployed in ever more ways."