Virgin Media has welcomed the findings of a review into the domestic pay-TV movies market.
The Competition Commission recently concluded that Sky's control over subscription film rights is leading to higher consumer prices and reduced choice.
As such, the regulator is now considering whether to restrict the number of Hollywood studios for which Sky is permitted to show television premieres.
At present, Sky has twice as many subscription TV customers as all its rivals – such as Virgin Media – combined.
Neil Berkett, Chief Executive of Virgin Media, claimed there are "deep-rooted problems" in the pay-TV movies market which have been severely hampering competition.
"We're pleased that the Competition Commission has provisionally recognised that consumers have suffered significant harm from Sky's stranglehold and are paying far too much to watch films at home," he stated.
Mr Berkett expressed hope the commission's findings will lead to a "dramatic transformation" of the market and allow new compelling services to flourish.
He claimed that UK consumers should be given much greater choice of innovative film services.
"We look forward to working with the commission to ensure that movie fans reap the benefits of a more competitive and dynamic market," Mr Berkett added.