As for service changes, Virgin's highest tier M500 broadband speed, with average speeds of 516Mbps, is no longer restricted to its Ultimate Oomph bundle.

As Virgin's most expensive option, Ultimate Oomph rolls 260+ channels, including Sky Sports and BT Sport 4K, fibre broadband, and an unlimited data SIM into a monthly rate of £89 per month (£139 after 18 months).

With the new changes in place, customers now have the option to access 500Mbps speeds without having to bundle the other services. Those looking for broadband and phone packages without TV can pick up 500Mbps for £52 per month, while those seeking broadband alone can pick it up for £46 per month.

Greater availability of 500Mbps on Virgin paves the way for even faster connectivity on Ultimate Oomph bundle, which will will be upgraded to 600Mbps in the imminent future. Existing customers on Ultimate Oomph will be upgraded to the new speed once it becomes available at no additional cost.

"We’re adding the racing stripes to our entire bundle line-up by making our M500 Fibre broadband available with all of our packages," said Jeff Dodds, Virgin Media's Chief Operating Officer in a statement.

“It means our customers can live life in the fast lane and do everything they want online. Whether that’s streaming Spotify, binging a box set in 4K, gearing up for an epic gaming session or joining a work Zoom call - with our incredible connectivity you can do it all in the same home at the same time.”

It's a move that undoubtedly responds to increasing broadband demands as working from home remains a reality to most households under lockdown. England is poised to ease lockdown restrictions further on 4 July.

Virgin's standard Oomph plans – plans that include a SIM but not a TV package – are also getting a boost. All Oomph plans now include a minimum data allowance of 5GB, raised from 2GB.

Virgin is also extending its contract terms to 18 months.

While the move aims to keep customers happy with lower prices for longer customers, price do surge from £16 to £50 after the 18 month period, depending on the complexity of the plan.

Virgin held the title of the fastest broadband provider in the UK for the past seven years, according to surveys conducted by Broadband Genie. Hyperoptic recently replaced Virgin as the fastest, though its service isn't available everywhere.