Virgin Media's on-demand TV service notched up 200 million views over the first three months of this year, new figures have revealed.
The broadband TV provider's latest research highlighted that over 2.1 million subscribers are now regularly making use of the service, which includes catch-up content from the BBC and ITV.
In addition, the 4oD service from Channel 4 enjoyed its best-ever month in March, with nearly eight million views recorded thanks to TV shows such as Glee, Shameless and Skins.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said on-demand viewing is now part of the nations' daily habits.
She added: "As the way people watch TV continues to change, Virgin Media is bringing the best of high definition, 3D and online TV to viewers and we continue to develop innovative new services that will help consumers make the most of the digital world."
Virgin Media recently launched an advertising campaign to promote its high definition TV services.