Analysts predict BSkyB's new broadband customer numbers will fall around 50 per cent in the third quarter, as the company's battle with BT takes a continuing toll.
The media group is due to report its results for the three months to the end of March on Thursday.
Analysts at Deutsche Bank and Morgan Stanley (MS) respectively forecast broadband additions of 80,000 and 70,000, down from 152,000 in the same quarter last year and compared to 110,000-119,000 in the last three quarters.
MS said lower marketing focus and higher churn from O2 customers were contributory factors and that the lower broadband adds roll through to its expectations for telephony and line rental.
Post-Christmas discounts from Virgin Media, BT and TalkTalk have also been aggressive.
For television customers, MS said it was looking for 30,000 net new customers, down 61% from the 77,000 of the Christmas quarter but similar to the 30,000-37,000 of the three preceding quarters.
Among other brokers, Berenberg expects a fall of 5,000 in traditional TV customers and Credit Suisse a fall of 15,000 TV customers.
In recent missives to the market, BSkyB has pointed to the "challenging consumer environment" for several quarters now and MS said it expected a similar tone for Thursday's results but with a positive emphasis on new products.
MS analyst Patrick Wellington said: "BSkyB's own focus has been its 'broader-based approach to growth' as it strives to address newer market opportunities, such as transactional revenues from Sky Store, TV-lite services such as Now TV, services such as Sky Entertainment Extra and emerging revenue streams such as AdSmart. This builds on the £60m-£70m of incremental investment in areas like wi-fi connectors, SkyGo and Sky On Demand announced at the start of the year.
"Increasing the number of connected homes has been a key aim for Sky. As a result, Sky's marketing in the third quarter was focused on non traditional entertainment services such as box sets and the Sky Store rather than on traditional TV subscription marketing."
Wellington said overall the broker's estimate is for a 10.7% drop in EBITA to £310m, slightly higher than the circa-8% year-on-year drop in the first and second quarters.
Net income is forecast down 10% but the impact of the recent share buybacks means the broker's EPS estimate for the quarter is a 7.5% fall year-on-year to 14.3p, with a 5.4% fall forecast for the full year.
At Deutsche analysts have cut 2014 expected earnings per share (EPS) 3% but left its 2015 figures intact.