So we've been with Virgin Media forever (since they were called NTL) and always managed to renegotiate some kinda decent deal when our contract was up.
The last time round, we had fun trying to negotiate a new deal - I ended up having to move out of the house .... all explained here:
https://www.theanswerbank.co.uk/ChatterBank/Question1508768.html
Anyway, back to the here and now .... our contract was up and the bill has again crept up to almost £50 per month for basic TV, landline and 50 Mpbs broadband. This time they weren't really offering anything; but we had already decided that we would leave and go for a stand-alone broadband service, such as Plusnet, so we gave notice to leave. The best they could offer, would still cost over £40 per month.
We were resigned to leaving, but a few days after giving notice, VM rang and offered us the player bundle for £26 per month. It's a 12 month contract, but the price is fixed for 18 months, subject to inflationary rises ..... RESULT :)