BSkyB has hit its long-held aim of 10 million customers, making it the choice of 36 per cent of households in the UK and Ireland.
BSkyB, which provides pay-TV, broadband and telephony, set the target in 2004, to initial scepticism from analysts who thought it would be too tough.
"To be the choice of 10 million families is a big achievement for the whole team at Sky," chief executive Jeremy Darroch said in a statement.
"Sky has always been a forward-looking company and we will push on from here by continuing to invest in content and innovation. That's the best way to satisfy existing customers and create new reasons for people to join in and take more from us."
City A.M. Reporter