A growing number of Britons are choosing to "binge" on their favourite TV programmes.
This is according to Deloitte, which has revealed close to one in four people often watch more than one episode of a show back-to-back. Meanwhile, around 20 per cent of Britons have ended up going to bed later than planned due to this extended viewing.
It is likely that broadband has played a role in the development of these binge viewers, as people can now access whole TV series through subscription services like Netflix or on catch-up websites like BBC iPlayer.
Indeed, research from Decipher recently revealed one in every ten Britons uses Netflix, while a separate study from the Post Office and Freeview found 55 per cent of people in the country use some form of subscription-based video streaming service.
Matt Guest, head of Deloitte's digital strategy practice for Europe, the Middle East and Africa, said there is a "social currency" in having seen the latest episode of hit programmes like Game of Thrones and Breaking Bad.
The organisation found bingeing is most common among younger people, with a third of 25 to 34-year-olds having done so.
It also claimed wealthier people are more likely to engage in this form of TV viewing, as those who earn £55,000 per year or more are twice as likely to do so as those who earn under £20,000.
Deloitte revealed the internet is becoming increasingly popular for consuming other forms of media as well. For example, 31 per cent of people read the news on a newspaper website on a daily basis and 40 per cent read magazine content online.
The organisation also found music streaming is increasingly popular, with the past year seeing the music industry's income in this space growing by 41 per cent. Deloitte found 11 per cent of under-35s currently pay for an online music streaming service.