The TV wars are fiercer than even in the UK as streaming services dominate living rooms, but incumbent players are fighting back. Sky recently announced the return of Sky One, as well as a new monthly bundle that includes Disney+, Netflix, Hayu and HBO Max.

If you're a Virgin Media customer then there's good news for you today as the firm has announced many of its TV subscribers are getting access to a major Sky channel at no extra cost.

All new and existing Virgin TV 360 and Stream box customers who already have access to Sky's Entertainment channels will also gain access to Sky Atlantic, Sky's channel best known for showcasing premium US TV dramas, such as Succession, The White Lotus, Game of Thrones and The Sopranos.

Virgin said this means more than a million Brits are set to get the channel, with access beginning on April 1, 2026. It will be available on channel 111.

This move marks the first time UK TV viewers have been able to access Sky Atlantic outside of Sky-owned services. The channel is also accessible through Sky's no-contract NOW TV subscription platform.

"Our promise to our customers is simple - to offer seamless entertainment at incredible value - and the addition of Sky Atlantic on Virgin TV is testament to that," said David Bouchier, Chief TV and Entertainment Officer, Virgin Media O2.

"The channel is home to gripping drama and incredible stories from the UK and the US and has given us some of the biggest watercooler moments of our times. Now, over a million Virgin TV customers can enjoy Sky Atlantic with no added cost or action required."

Other recent series eligible customers will be able to enjoy included new Sky Original crime show Under Salt Marsh starring Kelly Reilly and Rafe Spall, five-part limited series Amadeus with Will Sharpe and Paul Bettany, apocalyptic video game adaptation The Last Of Us with Bella Ramsey and Pedro Pascal, Game of Thrones spinoff House of the Dragon and Sky exclusive All Her Fault starring Sarah Snook and Dakota Fanning.

If you are a Virgin TV 360 or Stream customer but don't currently have Sky Entertainment channels, which also include Sky Comedy, Sky Witness and Sky One, you can add them for a fee. Virgin said new customers can access Sky Atlantic via Virgin TV packages from £31.99 per month.