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Take of up BT Sport channels has reached one million customers, the broadband provider-turned-sports-broadcaster has announced.

The service, which is free to BT broadband customers with standard ADSL or super-fast fibre broadband, has racked up the figure since May 10th, when BT began taking orders.

It’s not clear how many of the half a million subscribers were existing BT broadband customers and how many are other providers’ customers who have signed up for BT Sport channels only who are paying for the service.

However, if earlier figures from June are anything to by, when of 500,000 BT Sport pre-order customers some 23,000 were paying customers, the proportion of those paying for the service could be less than ten per cent.

How much this will concern BT is a moot point, though, especially in the light of the carrier’s stated aim to use BT Sport to boost take-up for broadband, especially the top-end Infinity cable service.

John Petter, BT Consumer managing director, said: "We are thrilled with the initial interest shown in BT Sport and the viewing figures to date.

“To have a million households onboard before the Barclays Premier League has even begun is terrific. We said we would return sport to grass roots fans and they are cheering in large numbers.”

Petter added: "We always said that BT Sport would help us retain and attract broadband customers and that is proving to be the case. We are rewarding our customers for their loyalty and the strategy is working.”

BT is investing £500 million annually in BT Sport, the jewel in the crown of which is live coverage of 38 Premier League games per season.

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