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More than half of all Sky TV customers have now connected their Sky+HD box to broadband, allowing them to access On Demand services.

In under a year, the number of connected Sky+HD boxes has more than doubled to 5.4 million. This is the equivalent of 56,000 new households linking up their set-top box to their broadband router every week.

Sky explained that connected customers can enjoy "a much richer range of content". They have access to Catch Up TV services - such as BBC iPlayer and 4oD - and Box Sets of hit series like 'Game of Thrones', 'Prison Break' and '24'.

Viewers can also buy or rent recent blockbusters and classic movies through Sky Store.

On Demand downloads have increased three-fold in the last year - something Sky says has had a "transformational" effect on the viewer experience. In Q1 2014, such content accounted for more than five per cent of viewing in connected homes.

Jeremy Darroch, Sky’s Chief Executive, revealed the milestone in a speech at the EY Sustaining Digital Leadership conference in London.

"Our job is to offer customers the best possible TV experience, making sure that they can watch what they want, when they want, wherever they want," he stated.

"We aim to put Sky at the heart of the ‘digitally connected household’ - to meet customers’ growing desire to consume content on their terms."

Mr Darroch said Sky sees a "widening and growing opportunity" in the TV industry, with its market "opening up, getting bigger and broader".

"By innovating across different platforms, and adopting new technologies, we can create more ways to reach more customers than ever before," he stated.

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