British digital TV service Freeview continues its march into the nation's homes.
Latest figures from UK broadcast regulator Ofcom show the BBC-backed service is now in 3.9 million households, outstripping sales of the Murdoch family-controlled satellite offering BSkyB.
Sky has 7.1m paying subscribers and is growing at 0.8% per quarter; while Freeview, with its one-off payment for a settop digibox, is surging ahead at 13.3% quarterly growth.
Ofcom points out that a quarter of Freeview boxes are going to homes which are already connected to a digital service but want a second TV set converted.
In the quarter ending September 30, Ofcom reports that 560,000 homes switched to digital television for the first time, with just 53,000 subscribers choosing Sky.
Data sourced from BrandRepublic (UK); additional content by WARC staff