There's a big "full fibre" push from various different providers (Hyperoptic (FTTB), GigaClear, CityFibre, BT OpenReach).
Most densely populated areas have the choice of FTTC (the infrastructure is ALL BT OpenReach, however you have a choice of providers who piggy back on this), and in bigger cities/towns Virgin Cable up to 380Mbps down 37Mbps up.
Pricing is very competitive, because even with areas that are all BT FTTC lots of providers use their infrastructure and OfCom regulates how much OpenReach are allowed to charge.
I have a truly unlimited cable package for £50 a month, 384 down 37 up.