Virgin Media has announced that you can now get Sky Anytime through its on-demand service, as long as you are on the company's XL service.
In an interesting move, Sky is offering its content on Virgin Media through its online Anytime service – with so much being available that Virgin is saying it's on-demand content has increased by more than a third.
Speaking about the new link-up, Cindy Rose, executive director of digital entertainment at Virgin Media, said: "Virgin Media offers the most complete TV on demand experience in the UK and is the perfect place for movie fans with over one thousand fantastic films available instantly on demand."
"The addition of Sky Anytime on Virgin Media forms part of our ongoing commitment to developing a compelling and complete digital entertainment service. With a growing on demand library designed to offer range and depth, all delivered instantly, customers now have even more flexibility to enjoy whatever they want, whenever they want it."
If you are a subscriber to the Sky Sports channels and Sky Movies package on Virgin Media, then you will also be offered on-demand content for these channels as well.
Back in February, Sky told TechRadar it was hoping for 2 billion on-demand views this year - with this latest addition, it may well get there.
Get daily insight, inspiration and deals in your inbox
Get the hottest deals available in your inbox plus news, reviews, opinion, analysis and more from the TechRadar team.
Marc Chacksfield is the Editor In Chief, Shortlist.com at DC Thomson. He started out life as a movie writer for numerous (now defunct) magazines and soon found himself online - editing a gaggle of gadget sites, including TechRadar, Digital Camera World and Tom's Guide UK. At Shortlist you'll find him mostly writing about movies and tech, so no change there then.