Virgin Media has reached an agreement with Netflix to utilise the online network as a pay-TV platform.
Virgin Media TiVo households will be able access a Netflix app via their set-top box to watch Netflix series, documentaries, comedy and kids titles.
Netflix is expected to be available to 1.7 million Virgin Media TiVo homes later this year and the pilot begins this week with around 40,000 Virgin Media TiVo households already selected to use the app.
“We’re delighted to be bringing yet another groundbreaking service onto TV screens in millions of Virgin Media homes," said Dana Strong, Virgin Media’s chief operating officer.
"Netflix is a fabulous addition to Virgin Media TiVo, enabling our customers to enjoy even more of their favourite shows and movies simply and easily – all through their TV set-top box and at outstanding value.
“Virgin Media TiVo offers different ways to watch, either subscription or pay per view, all seamlessly integrated for simple, intuitive viewing so there’s a world of great entertainment at your fingertips and everyone can be sure of the perfect TV moment.”
Virgin Media has over 6,000 hours on On Demand content available, and shows now available to customers include House of Cards, Arrested Development and Breaking Bad.
“The UK has given Netflix a fantastic welcome and we’re excited to be partnering with Virgin Media to bring an amazing Netflix experience to Virgin Media customers," added Bill Holmes, global head of business development at Netflix.