A start-up broadband provider is now offering internet speeds of up to 1Gb to homes in London.
Hyperoptic has extended its fibre-optic network to 20,000 domestic premises in the capital, offering ultra-fast download speeds, reports the Telegraph.
The firm is focusing its attention on blocks of 100 flats or more, where installation costs are lowest and there is the highest potential return on investment.
Hyperoptic is hoping to attract customers from rival providers such as BT and Virgin Media by offering faster headline speeds.
Dana Tobak, Managing Director of the broadband provider, said consumers may not need 1Gb speeds now, but "history shows people will use it as time goes on".
"I wouldn’t pretend there is a need for a gigabit, but there isn’t a need for a Ferrari either," she stated.
Ms Tobak said Hyperoptic will install fibre-to-the-premises connections in any blocks where there is shown to be sufficient demand from end-users.