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“OpenAI has refused to share chat contents with advertisers (it cannot risk eroding user trust), making external verification a requirement to prove effectiveness and build the necessary advertiser trust to transition into being a core part of media budgets,” said Claire Holubowskyj, senior research analyst at Enders Analysis.

“It proves performance but can’t deliver it: OpenAI is still developing the model for chatbot-native advertising and is yet to land on a truly differentiated format,” Holubowskyj said.

Karen Egan, managing director of telecoms at Enders Analysis, said it was “difficult to see any negatives” with the deal. 

“It offers a way of sharing the substantial cost of serving multinational customers. Telecoms is a scale business, and once outside your home market it’s very difficult to have that scale without partnering up,” she said, adding that the equalisation payment was “quite a boon in a world where cash is all-important”. 

Karen Egan, head of telecoms at Enders Analysis, said the move to prioritise the UK made a lot of sense. “A lot of the international expansion was just folly really, and more suitable for different times when the industry had more growth in it, and was much less competitive,” she said. “The priority has become much more getting your own house in order domestically.”

Headcount at tech’s big five of Apple, Meta, Google, Microsoft and Amazon has been effectively flat since 2022, according to figures from Enders Analysis.

“Proving to the market that AI can deliver a productivity dividend is critical as one of the use cases for the technology,” analysts at Enders noted. “‘Right sizing’ the overall headcount becomes the headline example.”

The BBC spends roughly £300m ($395m) a year on terrestrial-TV transmission, according to Enders Analysis, a media-research firm. Mobile-network operators covet the spectrum for 5G.

The UK’s largest mobile virtual network operator, which has more than 5.8mn customers according to estimates by Enders Analysis, has held initial talks about offering broadband services over Virgin Media O2 and Nexfibre’s fibre networks, according to two people familiar with the matter.

The plans, which are at an initial stage, would revive Tesco’s broadband offering 11 years after it sold its previous broadband service, which comprised 75,000 customers, to rival TalkTalk. Since then, the company has focused on its mobile offering, which has grown from 4.4mn customers in 2015 to 5.8mn this year, according to figures from Enders Analysis, with subscribers drawn to its affordable prices and strong customer service.

Gareth Sutcliffe of Enders Analysis says there is hypothetical potential for that to be exceeded, saying that a "blow out sales scenario" would be "in excess of 50 million units in year one, possibly closing in on 60 million," a figure he describes as "unparalleled."

Gareth Sutcliffe thinks GTA 6 could sell north of 50 million units in its first year.