TalkTalk signed up 150,000 new subscribers to its YouView based TV service in the first three months of this year, taking total subscriber numbers to 230,000 at the end of March.
The company three-quarters of new customers are upgrading from Freeview and are new to pay-TV.
Subscribers to the service receive 70 channels and seven-day catch-up from major broadcasters including Channel 4 and the BBC. They also get access to on-demand content including blockbuster movies from LOVEFiLM BOX OFFICE on a pay-per-view basis.
TalkTalk says around one in five TalkTalk TV households have already accessed pay-per-view content via their YouView boxes.
Dido Harding, TalkTalk’s chief executive, said: “We have the UK’s fastest growing TV service and our customers clearly appreciate it is great value for money.
“We believe, over time, that three-quarters of our customer base will take our TV offer. It is a brilliant way to start the pay-TV journey, particularly for families seeking great value mass-market entertainment.”
This autumn the company will launch a new “value-for-money” Essentials TV product based acround a smaller, lower-cost YouView set-top box, which will be available to all 4 million TalkTalk customers.
It will also offer a wider range of specialist channels including some catering for different languages.
The company says the popularity of its TV products will boost longer-term profitability by helping it grow its customer base and giving existing customers more reasons to remain loyal.