Virgin Media has launched a 350Mbps broadband service, offering what it says is the fastest widely available broadband in the UK.
According to the provider, the ultrafast connection will give "added oomph" to "data-hungry" households and help them live at "lightning" speed.
Existing customers who are on the VIVID 300 package, the provider's fastest package until now, will be automatically transferred on to the new VIVID 350 service without charge.
Virgin Media believes its 350Mbps connection will allow households to download a standard HD movie file (5GB) in about two minutes.
This compares with more than 16 minutes on the UK's average local connection - 44Mbps.
Similarly, the 350Mbps connection means a 25GB console game can be downloaded in around ten minutes, whereas it would take almost an hour and a half on a 44Mbps line.
Anthony Vollmer, Executive Director for Connectivity at Virgin Media, commented: "We’ve always been proud of our network’s speed and for good reason.
"Our lines bring blazingly fast download speeds, which are leagues ahead of those our customers could find elsewhere."
Mr Vollmer went on to state that Virgin Media has been the "speed leader" ever since it first launched in 2007, with speeds increasing more than 15-fold since then.
"We intend to remain at the front of the pack," he said.
Virgin Media added that its latest 350Mbps service is up to four times as fast as the fastest widely available speeds offered by Sky and BT.
Last month, Virgin Media confirmed that it attracted 196,000 new broadband customers in 2017, taking its overall broadband consumer base up to 5.1 million.
Many of these people are opting to sign up for packages that offer the highest speeds, with 70 per cent of its broadband customers now on speeds of 100Mbps or more.