Virgin Media has launched a range of new bundles offering ultrafast broadband speeds of 100Mbps and above.
The ISP claims it is the first widely-available provider to provide such speeds as standard, and packages where the download speed reaches 300Mbps will also be available.
This, Virgin Media says, is a speed four times that of the fastest offered by its competitors.
Chief Executive Officer Tom Mockridge noted the new packages mean Virgin is "leaving [its] competitors in the rear view mirror".
"More and more switchers tell us they are joining Virgin Media for our faster speeds and we understand why - whether it’s 4K Netflix, box sets in multiple rooms or online gaming, the best entertainment requires the best broadband," he added.
The Mix, Fun and Full House packages will also include the Virgin TV V6 set-top box, which was launched at the end of 2016.
This allows customers to record as many as six shows while still watching live television, and has support for 4K, meaning Netflix subscribers can watch selected shows in Ultra-High Definition. The latest iteration of the set-top box contains 1TB of storage, which equates to 100 hours of HD recordings.
The new bundles are available now, and prices vary depending on the package chosen. For customers who just want ultrafast broadband, the VIVID 100 solus package is priced at £32.25 per month, with the 200Mbps and 300Mbps priced at £37.25 and £47.25 respectively.
At the top end of the scale, is Virgin's VIP bundle with V6 TV Box - which includes access to BT Sport and Sky Sports - and 200Mbps for £85 per month. For £10 extra per month, you can upgrade that to 300Mbps.
Virgin Media's packages are especially good for multiple occupancy households, with lots of internet-enabled devices.