Consumers currently receiving a 20Mb Virgin Media broadband deal have received a major download speed boost this week.
The internet service provider (ISP) has upgraded its 20Mb service to 30Mb, providing 50 per cent more bandwidth to customers on this tariff.
As a result, households will be able to do even more with their internet connections, such as stream high-quality online video and download films and music at a faster rate.
Virgin Media commented that consumers are increasingly desiring faster broadband speeds, and the deployment of fibre-optic services will help satisfy demand.
The ISP also said that its VDSL broadband connections are sure to provide broadband speeds at or very close to the 30Mb headline figure.
Virgin Media claimed that its network is not subject to the 'speed lottery' which it said plagues broadband delivered over telephone wires.
Existing customers can receive an XL upgrade for a one-off £30 fee, which includes activation and a Virgin Media Super Hub.
The launch of the broadband package will also enable subscribers to benefit from cheaper access to high-speed fibre-broadband deals.
The ISP said its new XL broadband package will cost just £18.50 per month, down from the previous price of £20 when taken with a Virgin Media home phone.
"Virgin Media customers can enjoy a consistently faster, unlimited service, for significantly less than BT Infinity products," the firm claimed.
Consumers are also required to sign up for only 12 months, six months fewer than many other major ISPs, it added.
Rival ISP TalkTalk also recently announced plans to drop the minimum contract length of its broadband deals from 18 to 12 months.