An increasing number of Sky TV customers are taking advantage of on-demand viewing options using their broadband connection, it has been revealed.
Of Sky's 10.732 million TV homes at the end of Q3 2014, more than half had connected their Sky+HD box to their broadband router.
Latest figures from by Sky reveal the firm had a total of 6.018 million connected TV households at the end of the July to September quarter.
These customers are able to access on-demand content - such as films and Box Sets - and catch-up services via their Sky+HD box.
As such, they have a wider range of TV viewing options than ever before.
Some 356,000 customers linked up their set-top box and broadband line during Q3 2014, as the number of households with IPTV rose from 5.662 million in July.
A year ago, just 3.351 million Sky TV customers were able to access content via the web, showing how quickly viewing habits are changing in the UK.
The number of on-demand downloads trebled during Q3 2014, reaching 257 million in the quarter.
Five series, including 'Prison Break', 'True Blood' and 'The West Wing', achieved more than two million views each in one month - the first time this milestone has been reached.
Meanwhile, Sky's Q3 2014 figures show that more customers are watching Sky channels directly over the internet.
They are using PCs, Macs, tablets, smartphones and other web-enabled devices to access live and on-demand content online.
The number of subscribers registered with the Sky Go service increased by 17 per cent from 5.504 million in Q2 2014 to 5.653 million at the end of September.
Some 810,000 more customers are signed up to watch content via the web than 12 months ago.
Sky said it is seeing "a rapidly growing customer appetite" to watch content across multiple devices, in and out of the home.
Jeremy Darroch, Sky's Chief Executive, claimed that his firm "extended its lead" as the UK's largest connected TV platform during the third quarter of the year.
"Sky Store more than doubled its revenues and our mobile TV service Sky Go Extra achieved a record quarter of growth," he noted.
"The benefits are clear as connected customers watch more TV, spend more with us and are more loyal."