Virgin Media is enhancing its service for some of its customers by offering a complimentary upgrade to Sky Atlantic, a popular channel that features a variety of acclaimed shows. Starting from April 1, subscribers who already pay for Sky Entertainment channels will automatically gain access to Sky Atlantic without any increase in their bills. This move aims to provide greater value and expand the content available to Virgin Media customers.

The upgrade specifically targets users of Virgin TV 360 and Stream box services, allowing these customers to enjoy renowned series such as "The Last Of Us" and "Amadeus." For viewers, this change means more access to premium content which is becoming increasingly vital in the competitive landscape of streaming services. According to David Bouchier, Chief TV and Entertainment Officer at Virgin Media, the addition reflects their ongoing commitment to delivering high-quality entertainment at competitive prices.

This initiative could also signal a strategic partnership or negotiation success between Virgin Media and Sky, potentially influencing future offers and collaborations. As the market for streaming services grows more complex, enhancements like these may help Virgin Media retain existing customers while attracting newcomers seeking comprehensive entertainment options. Customers are encouraged to check their accounts to confirm eligibility for this upgrade and take full advantage of the additional content being offered.