Broadband customers will require their providers to supply faster connections in the future, an expert has explained.
Charlie Ponsonby of comparison website Simplify Digital was speaking to the Daily Mail as Virgin Media put their new 50Mb broadband service into action.
He suggested that the public's wish for high-quality on-demand TV content streamed or downloaded to their computers meant providers would have to step up their game.
"As we see an increasing blur between the TV set and the PC, with on-demand content flowing seamlessly between the two, people's appetite for broadband speed will head rapidly upwards," Mr Ponsonby told the newspaper.
The new offering from Virgin Media will cover 46 per cent of the UK population when rolled out in full.
Be Broadband currently comes closest to Virgin Media in terms of speed, but its 24Mb package is still more than 50 per cent off the newly-set pace.