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Sky added 177,000 new customers to its books between January and March 2016.

According to the company's latest trading statement, this took its overall customer base to 21.7 million.

Figures also showed that Sky grew its total products by 686,000 throughout the quarter, taking the overall number past the 40 million mark in the UK and Ireland.

This helped group revenues for the period go up by five per cent to £8.715 million, while operating profit rose by 12 per cent to £1.143 million.

Sky has credited its strong performance partly to its efforts to build brand awareness for Sky Q - its next-generation home entertainment system - before the first wave of installations commenced.

Jeremy Darroch, Group Chief Executive of Sky, commented: "We want to offer customers the very best TV experience, whenever and however they want to watch. 

"With the launch of Sky Q in February, we now have three outstanding products to meet all our customers' needs."

Mr Darroch added that the company's commitment to innovation, high-quality service and delivering world-class content is persuading more and more people to both join and stay with Sky.

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