Families are more likely to watch their favourite Christmas films on-demand in 2014, rather than worry about what's on the Sky Movies TV schedule.
This is according to Ian Lewis, Director of Sky Movies & Acquisitions, who says TV viewing habits have changed significantly over the last year.
He explained that more than half of all films are now watched at a time of the customer's choosing - either sat in front of their TV or out and about with Sky Go.
This growth of on-demand is part of the ongoing evolution of Sky Movies, which is being driven by technology innovation and consumer demand.
"The pace of change has been amazing," Mr Lewis claimed. "We have added more new features in the last few years than in the previous 20."
He said part of the reason Sky has been able to improve its on-demand offering is because more customers - six million and growing - have connected their set-top boxes to their broadband line.
"The Connected Home has meant we can offer new services such as Sky Store where customers can buy or rent individual titles," Mr Lewis added.
"Our new Buy & Keep service, launched earlier this year, has had a great start with Sky now regularly the number one digital retailer when new films are launched to buy."
With regards to Christmas 2014, Mr Lewis claimed Sky Movies has compiled its best-ever line-up of films.
'Frozen', 'The LEGO Movie', 'The Amazing Spider-Man 2' and 'Muppets Most Wanted' are among the new titles available to subscribers, while classics such as 'Elf', 'Home Alone' and 'Love Actually' are also available on-demand.
Mr Lewis claimed the quality of Sky Movies' offer - with more of the latest blockbusters and a growing library of over 1,000 films - remains "unmatched".