BT customers are set to be given the opportunity to pay for their YouView box on a subscription basis.
Set-top boxes will be priced at £299 for consumers purchasing outright, but sources close to the broadband provider claim this fee may be waived for pay-monthly customers.
According to the Telegraph, households will be able to take a YouView box for free providing they pay a £40 installation fee and then £4 per month.
For customers wishing to avoid the installation fee, a monthly payment of £12.50 will be required.
Matt Warman, Consumer Technology Editor at the news provider, claimed that while many of the service's features are already available on the market, YouView "has the theoretical capability of being an excellent service".
"When it adds premium sports content, for instance, Sky and Virgin Media might need to take some notice; it might even challenge their entire subscription model," he suggested.