Programmes on the channel are also offered to Sky customers via on-demand channels including the On Demand and Sky Go services and Now TV. Both BT TV and Virgin Media had held talks with Sky over the new channel but have been unable to agree a carriage deal, in Virgin's case due to pricing.

For over 15 years, Sky Atlantic was a notable omission from Virgin Media because Sky used the channel—and its exclusive rights to HBO content—as its primary "competitive moat" to entice customers away from cable. However, in a major industry shift occurring right now in February 2026, this has changed. Following the UK launch of the HBO Max (or simply "Max") platform and a new multi-year carriage agreement, Sky Atlantic is finally being integrated into Virgin Media TV packages starting April 1, 2026. Previously, Virgin customers had to subscribe to "Now TV" or switch to Sky to watch shows like House of the Dragon or The Last of Us. The 2026 deal allows Virgin TV 360 and Stream users to access these premium "Sky Originals" and HBO hits directly through their boxes, ending one of the longest-running "exclusivity wars" in British broadcasting history.