Virgin Media customers are being given the opportunity to enjoy Netflix films and TV content as part of their broadband bundle.
The service provider has launched a new Netflix app, offering access to the streaming service's extensive catalogue of hit shows and movies.
New and existing Virgin Media customers signing up for the Premiere or VIP Collections - which offer home broadband, landline and TiVo services - can enjoy a six-month subscription to Netflix.
All other Virgin Media TiVo customers can access Netflix on their TV set by signing up for a free one-month trial.
Following the introductory offer period, Netflix will be priced at £5.99 per month, with all customers on a one-month rolling contract.
Existing Netflix subscribers can enjoy content - such as 'Breaking Bad', 'House of Cards' and 'Orange is the New Black' - by simply logging in using their existing username and password.
Virgin Media says 1.8 million households will be able to enjoy Netflix content via a TiVo box as the service is rolled out this week.
As more consumers sign up for Virgin Media TV and broadband deals, this number will potentially increase.
Dana Strong, Virgin Media’s Chief Operating Officer, said the addition of the Netflix app to TiVo means viewers have "an unbeatable line-up" of movies and TV series to choose from.
"Whether it's part of a subscription or pay-per-view, Virgin Media TiVo will help you find everything from the classic gem you’ve always wanted to watch to this summer’s biggest hits, all seamlessly integrated for simple, easy viewing," she stated.
Ms Strong claimed that "people love watching with Virgin Media TiVo", adding that it is "the best way to watch television" in the UK.
"We continue to lead the way as the fastest growing pay-TV service in the country. In two years, 1.8 million homes have signed up," she added.