More Sky customers than ever before are connecting their Sky+HD set-top box to their broadband line to take advantage of on-demand TV content.
The firm now has almost seven million Sky On Demand users, each of whom can enjoy content from its extensive library at their own convenience.
Viewers simply select the programme or film they want to watch, and download it from the internet to their Sky+HD set-top box.
Luke Bradley-Jones, Brand Director, TV Products, said that Sky has "far and away the biggest connected TV platform" in the UK, with on-demand downloads exceeding 300 million in the last three months alone.
This represents a 60 per cent increase on the amount of content viewed during Q1 2014, he noted.
"More and more of our customers choose to watch TV when it suits them," Mr Bradley-Jones added.
He explained that, given the popularity of on-demand viewing, Sky is making some changes to its 3D television service. From June 2015, Sky 3D is going fully on-demand.
"The changes to 3D are all part of making our Sky On Demand offering a fantastic destination for customers," Mr Bradley-Jones stated.
"Other recent enhancements that benefit millions of connected customers include putting on-demand content front and centre on the Sky+ TV Guide, adding more of the very best Box Sets such as 'Prison Break' and 'Game of Thrones', and securing rights to even more shows and sport."