Subscribers to Virgin Media's broadband TV deals are increasingly making use of the company's on-demand services, it has been revealed.
New research has highlighted that over 750 million on-demand views were recorded during 2009, which was an increase of 50 per cent on figures from 12 months earlier.
According to Virgin Media, over 59 per cent of its 3.7 million digital TV customers are now regularly making use of the service to catch up on content from broadcasters including the BBC, ITV and Channel 4.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said the company was the first to "bring true TV on demand to the UK".
She added: "We've helped redefine the viewing habits of millions of people by freeing them from the TV schedule."
Virgin Media also recently revealed that it is set to become the first communications provider in the UK to offer new and existing customers free home phone to mobile calls.