More than 500,000 households have signed up for the new BT Sport service, which launches next week.
In its quarterly results for Q2 2013, BT said it is "early days" for the subscription sport platform, but the firm is "very pleased" with the number of orders received so far.
"As expected, most of these are existing customers who have re-contracted their broadband service," BT stated.
The service provider said it expects the proportion of new customers to increase after BT Sport launches on August 1st.
Ian Livingston, the outgoing Chief Executive of BT, expressed delight at the initial levels of take-up.
"More than half a million households have now ordered BT Sport, and that’s before the channels have even launched," he stated.
All BT broadband subscribers will have free access to the new platform, which will show live football, rugby union and tennis among other sports.
Customers signing up for BT's YouView-based TV platform will be able to watch the channels on their TV set, while all other broadband subscribers will have online access to content.