Over a quarter (28 per cent) of TalkTalk's television subscribers are now paying for premium content every month, it has been revealed.
TalkTalk's YouView-based television service provides free access to Freeview channels and seven-day catch-up services, but viewers can also pay for on-demand content and premium channels if they so choose.
Customers can select from a number of TV Boosts - such as the Entertainment Boost, which costs £10 per month, and the Kids Boost, which costs £5 per month - in order to increase their channel options.
And it appears increasing numbers of TalkTalk TV viewers are bolting on premium content to their TV, home phone and broadband packages.
TalkTalk said pay-per-view movie demand has "grown steadily" over the last 12 months, with customers buying an average of one film each per month.
The firm added that content boost purchases have also remained resilient, as expected, proving "good incremental revenue".
TalkTalk noted that customers on its Essentials TV packages tend to purchase fewer add-ons than those subscribing to Plus TV.