Sky customers without Sky Box Sets are being offered the chance to binge-watch their favourite shows over Christmas.
Box sets of programmes including Modern Family, Fortitude and Grey's Anatomy will appear on their Sky Q or Sky+ HD boxes from Christmas Eve and be available to view for three months free of charge.
Customers with Sky Box Sets, meanwhile, will receive a Sky Store Buy & Keep voucher via email or post, so they have a choice of films to own as a digital download and DVD.
Stephen Van Rooyen, Chief Executive of Sky UK & Ireland, commented: "Christmas is a time for giving and also a time to say thanks.
"That's why we’re treating our Sky TV customers to an early Christmas gift - a little something from Sky. It’s a small token of our appreciation for the last 12 months and now we’re looking forward to a brilliant 2017."
Mr van Rooyen went on to express excitement for what Sky has in store for its customers in 2017.
For instance, he said Sky will be the only place to watch new seasons of award-winning programmes such as Game of Thrones, Girls and The Affair, while a new big-screen drama by some of the world's premier storytellers will be released every month.
Furthermore, he revealed new dramas starring the likes of Nicole Kidman, Idris Elba, David Morrissey and Christina Hendricks are set to be shown in 2017.
Mr van Rooyen went on to state that Sky also has plenty of treats lined up for sports fans, as it will be showing competitions including all four golf majors, the F1 championship and the British and Irish Lions Tour exclusively live.
"We really hope that people enjoy their gifts and spend the holidays catching up on just some of the great TV available on Sky as well as looking forward to all that 2017 has to offer," he added.