Today's consumers desire an increasing number of TV viewing options, TalkTalk has claimed.
Tristia Harrison, Executive Commercial Director at the TV, home phone and broadband provider, said viewers are using a variety of devices to enjoy their favourite content.
Citing the results of a YouView survey, she noted that a quarter of British adults are watching more television than five years ago.
"While more than three quarters use their main TV set the most, the average home now has four different devices on which they can watch TV, and over half are now using their computer," Ms Harrison said.
Writing for the company blog, she said the YouView research reinforces exactly what TalkTalk has seen with its own TV customers.
"They love watching TV on their main set where they can share the experience with family and friends, and the television is still at the heart of our home, but they also want to be able to watch what they want, when they want," Ms Harrison added.
"That’s why YouView with its seamless integration of live and catch-up TV in same electronic programme guide is proving so popular, with the ability to pause, record and rewind."
She explained that 12,000 customers per week are signing up for TalkTalk TV, which is based upon the YouView platform.
Most of these households are upgrading from Freeview TV services, Ms Harrison noted.
She said they are attracted to the freedom of being able to access "a little bit of pay TV, when they want, without being locked into lengthy subscriptions".
"YouView’s survey underpins that by having the right technology, at the right price and easily available for all, people’s viewing habits are changing," Ms Harrison stated.
"With our TV service less than one year old, but already in over 230,000 homes, we’re really excited to see how they will continue to evolve even further."