The UK streaming market has a new player.

Broadband supplier TalkTalk has begun testing a new set-top box, created in partnership with Netgem, that offers its Future Fibre subscribers over 70 live streaming channels, plus an additional 30 streaming apps and On Demand player.

Like Foxtel, it allows the pausing and rewinding of live TV, and contains a one-search function for all platforms.

There is also 4K Ultra HD viewing, Wi-Fi connection to avoid cables, and can be controlled via Echo and Alexa devices.

Obviously, this is only available in the UK, but it’s a sure sign that the broadband companies will continue to slide into the entertainment realm.

Optus Sport already has an impressive footprint in Australia, thanks to its tenacious pursuit of major sporting franchises, while Foxtel offers its own one-stop shop broadband and TV subscription deals. The crossover of once-separate markets will only become stronger.