There is still a lot more markets coming yet bigmc, we are entering the chord cutter period and there is a lot of money to be made.
The only attraction left nowadays for existing cable & satellite owners, is the live televised sports. All other channels, programs and movies are not proprietary to sky and virgin.
A lot of people are paying almost £100 a month, more in some cases with telephone line rental and broadband to the likes of SKY - when all of it apart from sports, is available elsewhere for a fraction of the cost.
BBC, ITV, Channel 4 HD, Channel 5, news are on freeview or iplayer, 4OD etc for zero cost. All the big shows, like Breaking Bad, Sons of Anarchy, Dexter, Walking dead - are available for less than £7.00 a month on Netflix or Prime. You can have both for £14.00.
Considering Sky used to charge a tenner for an extra bedroom and the same again just to watch channels in HD - is just daylight robbery.
You could buy 4-5 blu rays a month of breaking releases, delivered through your letterbox on release day plus netflix and amazon - for less than what people pay Sky blindly every single month. All sky's movies are rom coms and rubbish - anything good is in the sky store.
They reached saturation a couple of years ago, and now people are realising how ridiculously expensive they are.