Sky has hailed its next-generation TV service Sky Q as its fastest-growing product ever.
Speaking at the Connected TV World Summit, Strategy Director Nick Herm said the service now has two million customers and is regularly cited as one of the main reasons to join Sky.
The platform's appeal could be set to broaden further in the coming months, as Sky has confirmed that its content is to be packaged with Netflix for the first time.
According to the provider, this will be "attractively priced" and give millions of customers "seamless access to Netflix" through Sky Q, Broadband TV News reports.
However, Mr Herm was not able to confirm if the Netflix bundle would be exclusive to Sky Q, or whether it would also be available to Sky+ customers.
Sky has also recently confirmed that music streaming service Spotify will be added to Sky Q in the coming months.
Sky Q subscribers will be able to access music via an app on the homepage and use the ad-supported Spotify service free of charge.