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.