Virgin customers embrace ITV player
The TV and broadband provider has revealed that the platform has had over four million on-demand views in its first full month as part of the service, with soaps Coronation Street and Emmerdale proving the most watched programmes.
Overall, Virgin Media's on-demand service enjoyed over 58 million views in March alone and 54 per cent of subscribers have revealed they regularly use the platform.
Katharine Burns Rivington, executive director of content acquisition at Virgin Media, said: "Our customers are choosing their own TV schedules and shifting essential viewing to the time that suits them best.
"On demand is changing the way we watch TV and the success of ITV Player continues to drive the uptake of on demand viewing across our platform."
Virgin Media recently confirmed that it is now offering high-definition content through the BBC's iPlayer service.