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Sky wants to build on its success in the UK broadband-connected TV market by increasing on-demand usage in Germany and Italy.

The broadband provider - which recently acquired Sky Deutschland and Sky Italia to enlarge its group - has seen a 40 per cent rise year-on-year in on-demand downloads in the UK.

With more households connecting their broadband routers to their Sky set-top boxes, subscribers can access a wider range of TV content.

Jeremy Darroch, Sky's Chief Executive, explained that around two-thirds of Sky customers in the UK now take broadband-connected TV and they have become the company's "best advocates".

"They are more loyal, more satisfied and more likely to recommend Sky," he claimed.

Mr Darroch said Sky intends to build on its experience in the UK by developing its Sky On Demand proposition in its other markets.

"Almost a third of customers in Italy have already connected their boxes while in Germany we’re at a much earlier stage with a similar opportunity ahead," he noted.

The Sky CEO explained that a popular feature offered by Sky Italia is 'Restart', which allows viewers to go back to the beginning of a movie.

"We’ll bring it to the UK later this year - just one easy example of sharing best practice across the group," Mr Darroch added.

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