Virgin Media has signed a breakthrough agreement with Netflix that adds the on demand service to its TiVo platform. The first time a pay-TV platform has included the so-called disrupter.

A pilot of 40,000 homes will begin this week with a full launch to follow. Netflix will appear as an app available to the 1.7 million installed boxes.

Customers will have access to series and films including Breaking Bad, House of Cards (pictured) and Arrested Development.

Dana Strong, Virgin Media’s chief operating officer, said: “We’re delighted to be bringing yet another groundbreaking service onto TV screens in millions of Virgin Media homes.”

Bill Holmes, global head of business development, Netflix, added: “The UK has given Netflix a fantastic welcome and we’re excited to be partnering with Virgin Media to bring an amazing Netflix experience to Virgin Media customers.”

The arrival of Netflix has been greeted with nervousness by many operators, but by embracing the service Virgin Media potentially opens the doors to the rest of the Liberty Global family.

Virgin customers will navigate to the Apps & Games section of Virgin Media TiVo with Netflix members able to log-in using their existing Netflix credentials and new members able to sign up for Netflix via the app.