Most people signing up for YouView - TalkTalk's set-top box, which connects to your broadband for catch-up TV and on-demand - previously had Freeview or Freesat.
YouView is proving to be a big hit with TalkTalk customers, with almost 400,000 homes now using the digital TV box, which connects to broadband for streaming.
In the last three months, around 160,000 extra households have taken a YouView box, available at no extra cost as part of TalkTalk broadband and phone bundles.
TalkTalk said YouView is the "natural" choice for people who until now have resisted on-demand TV services - such as Sky+ and Virgin Media TiVo - because they were unwilling or unable to commit to a long-term paid subscription.
Three-quarters of YouView customers had previously been watching Freeview or Freesat.
Dido Harding, TalkTalk's chief executive, said: "For our loyal customers it's a great way to upgrade their existing TV service.
"New customers are connecting to TalkTalk for the first time too with feedback showing very high levels of satisfaction with every aspect of the service, from sign-up to installation, content available and the functionality of YouView - which allows them to catch-up, search and record."
TalkTalk's TV 'boosts' have also been proving popular, with over 25% of YouView households spending extra on the monthly top-ups.
For example, with YouView from TalkTalk it's possible to get Sky Sports on a flexible monthly basis, ideal for watching The Ashes and The Lions Tour - not to mention 116 live forthcoming Premier League games - with no need for an annual Sky subscription.
TalkTalk launched its TV service at the end of September 2012, offering broadband and phone customers a free YouView box worth around £250.
In addition to 70 free-to-air channels, the kind available on other non-subscription platforms, like Freeview and Freesat, it's also possible to pause, rewind and record TV.
When it's hooked up to a broadband connection, YouView also has a range of catch-up TV services, including BBC iPlayer, 4oD and Demand 5.
YouView is also available with BT broadband, or as a standalone product for a one-off upfront payment from retailers such as Argos, John Lewis and Amazon.