In the study, which was conducted by YouGov, over half of the sample claimed that they would not watch any more on-demand TV if their broadband connections were faster. Meanwhile, 43 per cent of those aged between 18-24 – who might reasonably be expected to watch more TV online - said the same thing.

The data has been received with no degree of surprise from industry news sources who’d figured that bandwidth-hungry HD TV via broadband connections was what the world is waiting for.

But are the results really so shocking? Moreover do they really represent a grim outlook for providers offering on-demand TV and HD? We don’t think so.

What the reports don’t say is that if you flip the figures, 57 per cent of youths and 47 per cent of all consumers would watch more TV if faster connections were available. What's more with take-up growing for the HD service from Virgin Media, Sky and BT Vision, things are looking rosier for broadband providers who offer on-demand TV with every passing month.