Britons are becoming on-the-move "TV grazers", with viewers just as likely to watch their favourite shows on a bus or in a coffee shop - or even at a wedding - as in their living room.
Sky today reported rocketing numbers taking advantage of new technology by viewing programmes and movies on their smart- phones, iPads and laptops.
A record 40million items were streamed in August.
Sky's chief executive Jeremy Darroch said its Sky Go service, which allows viewing away from home, has already been taken up by 1.6million subscribers. The service is free for up to two additional devices for pay TV subscribers.
"With iPhone and iPad penetration, we're starting to see portability of consumption as a real trend," he said.
"On smartphones, you see people snacking for a few minutes. On an iPad, they'll watch a whole programme or a Premier League TV game." Most popular streams include Premier League football matches, films such as Shrek Forever and comedy shows including Trollied, starring Jane Horrocks.
There was also huge interest in Sky News during August, when Londoners wanted the latest information about the riots wherever they were. Another spike came on Premier League transfer deadline day, September 31.
Top single "stream" since the service launch in July was the September 18 Premier League "double header" of Spurs v Liverpool and Manchester United v Chelsea, with 1.9million views. The broadcaster said it was told by one subscriber that he had been able to watch an entire Arsenal football match during a marriage ceremony.
