Plusnet is now offering unlimited data caps with all of its home broadband packages.
Consumers signing up for any of the firm's ADSL or fibre broadband deals can download as much data as they like in any given month.
This means they will no longer have to worry about exceeding their usage allowance.
Plusnet said the move to unlimited data will allow broadband subscribers to stream their favourite television shows, and grab the latest films and albums from iTunes.
"Combine this together with our traffic management expertise and you can use your connection to its full potential," the firm stated.
Andy Baker, Chief Executive Officer at Plusnet, explained that the average customer has more than doubled the amount of bandwidth they use within the last year.
"This is because of the increasing number of devices in any household and the continued growth in streaming media, particularly Netflix and YouTube," he stated.
Mr Baker predicted that average usage will rise by almost 50 per cent in the next six months, and then double again within two years.
As such, he claimed there is a clear demand for unlimited broadband deals.
"We believe unlimited packages give our customers the flexibility they will need for the growing dependencies on bandwidth," Mr Baker added.
Plusnet's entry-level broadband and phone package - Plusnet Unlimited - offers up to 16Mb download speeds and weekend calls.
Subscribers can also take advantage of a free activation worth £25, and a free wireless router, which offers the flexibility to get online anywhere in the home.
The broadband deal is currently priced at £3.49 per month plus line rental for the first 12 months, down from £9.99 per month plus line rental.