Virgin Media has announced a new billing option that strengthens its partnership in the UK with Netflix.
The provider announced that new and existing TV customers who don't yet have Netflix will be able to add and pay for the online streaming service through their Virgin Media bill.
Set to be made available from October, this provision will make it easier for subscribers to access the range of content available from Netflix, according to Virgin.
Back in 2013, Virgin Media became the first pay TV supplier in the UK to make Netflix available on its platform. Since then, the company's subscribers have watched more than 700 million hours of programming through the integrated Netflix app, with more than 100 million hours watched so far this year alone.
Netflix content is also incorporated into Virgin's navigation functions such as 'Smart Search', making it easier for viewers to find what they are looking for.
Jeff Dodds, Managing Director of Consumer and Mobile at Virgin Media, said "giving our customers the TV they love all in one place" is one of the provider's key goals.
"We were the first to embrace this open philosophy by embedding Netflix into our platform back in 2013 and it's clearly something that our customers absolutely love," he continued.
"By expanding our relationship further, we're forming an even deeper relationship with our friends at Netflix and giving our customers a simpler way to pay for the service."
A recent software update for the V6 set-top box means Virgin subscribers who have this box, a Netflix Premium account and a compatible TV can now watch content in 4K ultra high-definition and high dynamic range (HDR).
HDR improves the viewing experience by emphasising the colour contrast, providing brighter whites and darker blacks.
More than 1.6 million Virgin TV customers are currently using the V6 box.