TalkTalk says it signed up 160,000 new customers to its YouView-based TV service service in the three months to end June.
The additions take its total number of TV customers to 390,000 in that period.
In a statement TalkTalk revealed that 26% of households are taking premium content including blockbuster movies and monthly subscriptions to extra entertainment and family channels.
It says customers have also reacted favourably to the availability of Sky Sports on “one-month-at-a-time contracts”.
The company says three-quarters of those signing up “are upgrading from Freeview and Freesat” and suggests many have previously “resisted on-demand services because they were unwilling to commit to costly, long-term contracts.”
Overall churn is down to 1.4% (Q4 FY13: 1.5%) and the firm has added 22,000 new fibre customers, taking the total user base to 95,000.
Dido Harding, TalkTalk’s Chief Executive, said: ““We are continuing to deliver on our commitment to grow the business with strong progress in customer numbers, revenue and new product penetration. Customers are spending more and staying with us longer because of our strong value-for-money deals.
“Nine months after launching TalkTalk TV on the YouView platform, we are delighted with our progress in building a great, value-for-money TV business. We are reiterating our full year financial guidance and remain confident about delivering our medium-term financial targets of revenue and margin growth.”