Virgin Media has announced plans to boost the broadband speeds available to its customers - offering an ultra-fast up to 152Mb service.
The broadband provider claimed that, from next year, its download speeds will be "twice as fast" as those offered by any other widely available service in the UK.
Virgin Media said the 152Mb broadband service will be available to 12.5 million homes across the country when the upgrade is complete.
Premises will need to have access to the firm's fibre-optic broadband network in order to benefit from the infrastructure investment.
Those who can take advantage will be able to download an HD movie in less than four minutes and an entire music album in just four seconds.
Tom Mockridge, Chief Executive Officer at Virgin Media, said that as people connect more things simultaneously to the internet more often, they need "powerful broadband" with the bandwidth to deliver a great experience for everyone in the home.
"That connection is what we deliver with our unrivalled network," he stated.
"We are boosting speeds again and ensuring our customers can get even more value from their Virgin Media subscription."
Mr Mockridge said the top speeds will be "twice as fast as BT and all the others reliant on its old copper telephony infrastructure".
"The ultra-fast service will really come into its own when people get online at the same time and need plenty of internet bandwidth," he added.
Virgin Media noted that another 838,000 UK households signed up for 30Mb broadband or faster with the firm in the first nine months of 2013.
The firm hopes the launch of up to 152Mb broadband will encourage more consumers to upgrade their internet connection to take advantage of faster download and upload speeds.