Basically, a multiplex can hold as many services as the transmission provider wants. How much space each service occupies depends on the bitrate of each service. Each post-DSO multiplex can transmit 24mbps of data, with the exception of the HD mux which can transmit more (how much more I don't know). In pre-DSO areas, Muxes 1, B, C and D can carry 18mbps of data, with 2 and A the same as DSO areas.
Out of the multiplexes total capacity, audio is generally either 128kbps or 192kbps, and video is about 3mbps. On the site linked by DVB Cornwall you can see the exact bitrates for each service. The lower the broadcasters can push the bitrates, the more they can fit in.