A number of hit shows will come to Virgin Media's TiVo service after the TV, home phone and broadband provider agreed a groundbreaking deal with Netflix.
For the first time, content from the internet TV network will be available on a pay-television platform.
Using the Netflix app, Virgin Media TiVo households will be able to watch award-nominated Netflix series, documentaries, comedy and kids titles through their set-top box.
Around 1.7 million Virgin Media TiVo homes will gain access to the service this year, starting with a pilot which launches this week.
Viewers will be able to enjoy original Netflix series House of Cards, Hemlock Grove, Arrested Development and Orange is the New Black, along with exclusives such as Breaking Bad.
Virgin Media says the new Netflix app complements its "ever-expanding" collection of over 6,000 hours of on-demand entertainment.
With a TiVo box, viewers are able to easily search and browse titles across Virgin TV’s entire collection of films and TV programmes - to which Netflix content will be added.
Dana Strong, Virgin Media’s Chief Operating Officer, said the company is "delighted to be bringing yet another groundbreaking service onto TV screens in millions of Virgin Media homes".
"Netflix is a fabulous addition to Virgin Media TiVo, enabling our customers to enjoy even more of their favourite shows and movies simply and easily – all through their TV set-top box and at outstanding value," he claimed.
Mr Strong explained that Virgin Media TiVo offers different ways to watch, either subscription or pay-per-view, all seamlessly integrated for simple, intuitive viewing.
"So there’s a world of great entertainment at your fingertips and everyone can be sure of the perfect TV moment," he added.
Around 40,000 households have been selected to trial the Netflix app, which will be available in the Apps & Games section of Virgin Media TiVo.
Netflix members can log-in using their existing account details, while new customers are able to sign up for Netflix via the app.
The service will be rolled out to all Virgin Media TiVo customers later this year following the successful completion of the pilot.