Virgin Media has recorded 10.5 million iPlayer viewings since the iPlayer-via-cable service was introduced last month.
Virgin’s new iPlayer-via-cable service allows Virgin Media customers to watch iPlayer from the comfort of their sofa.
iPlayer-via-cable broadcasts direct to customer’s televisions in TV quality and has no download waiting time.
Malcolm Wall, CEO of content at Virgin Media, said that Virgin’s inclusion of iPlayer on their cable service represents the companies ‘pioneering commitment’ to on demand television.
Rahul Chakkara, BBC Controller of TV Platforms, said the popularity of the service demonstrates a ‘real appetite’ for catch-up TV on demand, especially when it is made available ‘from the comfort of the living room’.
Virgin Media has 3.5 million cable TV customers, meaning that around 3 programmes per viewer have been downloaded via the iPlayer service.