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The number of homes connected to digital terrestrial TV service Freeview has almost doubled since October.
Some 1.51 million homes received digital terrestrial at the start of July, compared with 763,000 nine months earlier, according to figures from the Institute of Practitioners in Advertising.
Digital viewers are forsaking cable TV - only 2.16 million homes were connected at the start of this month, down from a high of 2.52 million at the start of the year.
In contrast, the number of digital satellite subscribers numbers is increasing, with 6.47 million homes signed up at the beginning of July.
"The share in viewing for non-terrestrial channels is increasing, spurred on doubt by the significant growth of Freeview," said Lynne Robinson, the IPA's research director.
Digital viewing now accounts for 40% of homes in the UK, up from 36.2% this time last year.
Britons watched an average of 3.55 hours of television a day in the three months to the end of June, beating the previous second-quarter high of 3.52 hours in 1992.
TV viewing peaked in the first quarter of 1992, when viewers watched an average of 4.13 hours of TV a day.
Some 1.51 million homes received digital terrestrial at the start of July, compared with 763,000 nine months earlier, according to figures from the Institute of Practitioners in Advertising.
Digital viewers are forsaking cable TV - only 2.16 million homes were connected at the start of this month, down from a high of 2.52 million at the start of the year.
In contrast, the number of digital satellite subscribers numbers is increasing, with 6.47 million homes signed up at the beginning of July.
"The share in viewing for non-terrestrial channels is increasing, spurred on doubt by the significant growth of Freeview," said Lynne Robinson, the IPA's research director.
Digital viewing now accounts for 40% of homes in the UK, up from 36.2% this time last year.
Britons watched an average of 3.55 hours of television a day in the three months to the end of June, beating the previous second-quarter high of 3.52 hours in 1992.
TV viewing peaked in the first quarter of 1992, when viewers watched an average of 4.13 hours of TV a day.