Virgin Media Announces Major TV Update to Rival Sky, Affecting One Million Customers
Virgin Media has made a substantial announcement regarding its television offerings, a move set to impact approximately one million customers. On Monday, February 23, the company confirmed that its TV packages will soon include the premium Sky Atlantic channel at no additional cost, marking a strategic effort to compete directly with Sky TV.
Sky Atlantic Launch on Virgin TV Platforms
Starting April 1, Virgin Media will launch Sky Atlantic on its Virgin TV 360 and Stream box platforms. This addition will provide access to Sky Originals and HBO blockbusters, including popular series such as The White Lotus, The Last of Us, Euphoria, and the Game of Thrones prequel A Knight of the Seven Kingdoms. Previously unavailable on Virgin despite the brand offering other Sky channels, Sky Atlantic will now be included for all new and existing Virgin TV 360 and Stream box customers who subscribe to Sky Entertainment channels.
Virgin Media TV Package Details and Pricing
Virgin Media's TV packages begin at £31.99 per month for the Entertainment bundle, which includes over 200 channels, a free Netflix subscription, and 362Mbps fibre broadband. For movie and sports enthusiasts, options include the £42.99 Cinema bundle with Sky Cinema channels and the £52.99 Sport bundle with Sky Sports channels. Additionally, the £64.99 Sport + Cinema bundle and the £76.99 Max Volt bundle offer hundreds of TV channels, free Netflix, and broadband speeds up to 1,130Mbps. Virgin claims these packages are currently at their lowest-ever prices.
Competitive Landscape and Future Plans
This move by Virgin Media directly rivals Sky's TV bundles, which already include Sky Atlantic as standard. In response to Sky's offerings, Virgin has also confirmed that HBO Max will be available for subscription via Virgin TV 360 and Stream boxes upon its UK launch next month. Meanwhile, Sky plans to include HBO Max for free with its £22 Ultimate TV bundle, alongside Disney+ and Hayu, complementing existing benefits like free Netflix and discovery+ subscriptions, plus over 130 channels including Sky Atlantic.
New Virgin customers can avoid the price increases set by many TV and broadband providers in April, as Virgin has already fixed its prices for this year. However, a £4 monthly price rise will apply in April 2027.
Executive Statement on the Update
David Bouchier, Chief TV and Entertainment Officer at Virgin Media O2, announced the changes, stating, "Our promise to our customers is simple – to offer seamless entertainment at incredible value – and the addition of Sky Atlantic on Virgin TV is testament to that. The channel is home to gripping drama and incredible stories from the UK and the US, and has given us some of the biggest watercooler moments of our times. Now, over a million Virgin TV customers can enjoy Sky Atlantic with no added cost or action required."
This update underscores Virgin Media's commitment to enhancing its entertainment offerings and challenging Sky's dominance in the TV market, providing customers with more value and choice in their viewing experiences.
