Zen Internet has announced plans to double its monthly download usage allowances on all broadband deals from April 1st 2012.
The broadband provider said it has listened to customer feedback on how internet usage is changing, and is raising download limits across the board as a result.
New and existing customers will automatically benefit, meaning subscribers to Zen's entry level 'Lite' package will enjoy a usage allowance of 20GB - equivalent to around 60 hours of standard definition BBC iPlayer viewing.
Allowances are also rising on Zen Active (from 50GB to 100GB), Pro (100GB to 200GB), Office (200GB to 400GB) and Office Max (1,000GB to 2,000GB) without any price increase.
On Zen's super-fast broadband deals, Fibre Lite is seeing an increase from 10GB to 20GB and Fibre Active from 50GB to 100GB.
The usage caps on Fibre Pro (100GB to 200GB), Fibre Office (200GB to 400GB) and Fibre Office Plus (500GB to 1,000GB) are also doubling at no extra cost to the customer.
"We don't take our awards and positive feedback for granted. To stay at the top and provide value to our customers, we need to keep improving," said Andrew Saunders, Head of Product Management and Marketing at the firm.
"It's clear that as more of us watch our favourite TV shows through online catch-up services, check out the latest viral video clips or simply watch the news live online, the amount of internet bandwidth we consume is growing."
He commented that higher usage is "not just an issue for home broadband" - with businesses also coming under greater pressure.
Mr Saunders said that with the Olympics on the horizon, many firms are considering their policy on allowing employees to watch the news or sporting events using IPTV at their desks.
"In addition, with the faster speeds available now through fibre-optic broadband, businesses are taking up services such as video-conferencing or cloud based services which can utilise high amounts of bandwidth," he added.
Mr Saunders noted that consumers and business customers are using their broadband for so much more now.
"For this reason, and because we are truly serious about our mission 'to provide the best [broadband] service in the UK', it's time for a dramatic increase to our usage allowances," he added.