Telecoms analysts have forecast broadband providers will need to continue increasing their speeds or risk losing customers.

According to ABI Research, consumers are demanding faster and more reliable home broadband connections, with the organisation citing Virgin Media as an example of a company that is benefiting from this market.

The cable giant's high-speed broadband subscriber base rose 43 per cent year-on-year in the third quarter of 2010, the body noted.

While the likes of Virgin Media are reaping the rewards of offering faster services, ABI Research warned: "Broadband operators will need to continue innovating to improve broadband speed in order to ... reduce churn."

Research associate Khin Sandi Lynn went on to predict global fixed broadband revenues will reach almost 6 billion (£120 billion) by the end of next year.

Virgin Media recently announced the launch of an up to 100Mbps fibre optic broadband service, with the product set to go on sale in the first areas this month.

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