Sky will remain the dominate player in the on-demand market. People in Britain are going to take more control of what they watch on TV and when they watch it, say experts.
By 2008, more than 15 million UK homes will have access to some form of on-demand programming, media analyst Screen Digest has predicted.
This is up from 10 million households at the moment.
On-demand movies, via digital TV and on services such as Sky, will remain the most popular choice, though broadband will increasingly play a bigger role.
"Movies are central to the mix," said Screen Digest's Dr Guy Bisson. "TV programmes are becoming increasingly important but still make up a small part of the cake."