Virgin Media and Sky TV are two of the most popular TV and broadband services in the UK and it’s not hard to see why.
Virgin offers some of the fastest internet speeds in Britain and Sky continues to lead the way with its brilliant Sky Q service.
However, despite both offering customers some premium features and an easy way to watch TV one now has an advantage over the other.
A new deal between Amazon and Virgin Media means that customers will soon be able to access Prime Video straight from their V6 set-top box.
Speaking about the update, Lutz Schüler, COO of Virgin Media, said: “This partnership with Amazon reinforces our track record of teaming with the best to give our customers unbeatable content.
“Virgin Media customers will soon be able to seamlessly search for and watch incredible Amazon Prime programming directly from their V6 box in the highest possible quality.
“With thousands of box sets, movies, exclusive and original content, as well as 20 live Premier League games airing later this year, Virgin Media customers will have even more of the TV they love in one place all powered by our ultrafast connectivity.”
Sky recently added Netflix integration to its Sky Q service but there’s no word yet on whether Amazon Prime Video will also be making an appearance.
Virgin says its update will arrive in the summer with those who have a Prime account then able to watch content such as The Grand Tour without having to switch to another streaming device.
Along with Virgin Media making this announcement there’s also more trouble for Sky with TalkTalk also bringing Prime to its TV box.
Confirming the move Will Ennett, Head of TV Content and Editorial, TalkTalk TV said: “We’re committed to giving our customers more of the TV and film they love by growing our roster of content partners.
“Amazon Prime Video has captured TV fans with its exciting original series’ and is a fantastic addition to the TalkTalk TV line up, making it even easier for our customers to enjoy the very best entertainment in one place and through just one remote.”
With both TalkTalk and Virgin adding Prime video to their services, some industry analysts are now warning that Sky may be falling behind its competitors.
Dani Warner, TV expert at uSwitch.com, said: “For TalkTalk and Virgin Media customers, being able to access Amazon Prime from their set-top boxes makes life much easier.
“It’s also an especially canny move from TalkTalk, who are billing themselves as the place to watch all Premier League matches, which will be spread across BT Sport, Sky Sports and Amazon Prime from next season.
“For Sky customers, who currently aren’t able to access all of their viewing subscriptions – or even all Premier League matches – in one place, this will be an understandably frustrating development.”
We’ll have to wait and see what move Sky makes but expect of announcements throughout 2019.