A record-breaking number of customers viewed on-demand content in 2008, according to new figures from Virgin Media.
The broadband internet provider revealed that 516 million on-demand pieces of content were viewed by its customers last year.
Virgin Media's TV platform for the BBC iPlayer played a large part in the record results, with almost 100 million views.
On-demand TV appears to be as popular with Virgin's broadband customers as with its TV subscribers. Over 50 per cent of the firm's TV customers said they use on-demand and catch-up services on a regular basis.
Neil Berkett, chief executive of Virgin Media, said: "More and more viewers are abandoning TV schedules and choosing to watch the programmes they want, when they want.
"The launch of BBC iPlayer on our TV platform was a real tipping point in consumer understanding of on-demand and we'll continue this success with the launch of ITV Player."