The arrangement, being introduced from October, follows a new agreement between Netflix and the cablenet.
Sky recently announced a deal that will both allow single billing and integrate Netflix into the Sky Q platform.
Jeff Dodds, Managing Director of Consumer and Mobile at Virgin Media said: “Virgin TV has always been about giving our customers the TV they love all in one place. We were the first to embrace this open philosophy by embedding Netflix into our platform back in 2013 and it’s clearly something that our customers absolutely love. By expanding our relationship further we’re forming an even deeper relationship with our friends at Netflix and giving our customers a simpler way to pay for the service’.
Virgin TV integrates Netflix into its content discovery experiences such as “Smart Search” allowing customers to find and save their favourite Netflix programmes and movies all from within the Virgin TV platform.
Virgin TV customers with a V6 box, Netflix Premium account and a compatible TV now have the option to watch Netflix programming in 4K Ultra-High Definition and High Dynamic Range (HDR) following a software update for the V6 box. HDR heightens the colour contrast of a picture providing brighter whites and darker blacks.