Virgin Media is upgrading millions of its 2mbps broadband customers to a faster 10mbps (megabits per second) service.
The firm recently increased the capacity of its fibre network, and is now offering a minimum "up to 10mbps" service, along with "up to 20mbps" and the recently launched "up to 50mbps" services.
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The 10mbps service costs £14 a month when taken with a Virgin Phone line at £11. Other firms, including BT, provide "up to 8mbps" services as a minimum offering.
Virgin said the migration of customers from 2mbps to 10mbps is expected to take place from May, and represents the largest-scale speed upgrade ever to take place in the UK.
"The new baseline service also supports the government's Digital Britain policy agenda, and reinforces Virgin Media's unique position as the catalyst for high speed broadband adoption," the firm gushed.