Virgin Media is on a roll, literally, as it managed to deliver a staggering 200 million on demand views for the first quarter of 2010, which amounts to an average of just over 2.2 million per day.
More than two million customers, each consuming nearly 100 streams each, have helped the cable company reach that figure which managed to increase its number of TV users by 250,000 compared to last year.
VM's on demand offering aggregates content from BBC, ITV, Channel 4, Virgin One, Living and a catalogue of 500 movies available. The most popular shows include the likes of Glee, Shameless, Skins, EastEnders and Coronation Street.
Not surprisingly, BBC managed to grab the lion share with more than 50 million OD views while 4OD pulled in more than 19 million views over the first three months of the year.
Virgin has already confirmed back in March that it will be launching an online video on demand player and could potentially bring in a solid rival to BBC-backed canvas.
We understand that the company will be pursuing a three-screen strategy where content can migrate from a mobile phone to a large screen via a laptop with seamless synchronisation across the three platforms.