On Demand was the brand name of a range of video on demand services from Sky UK designed to compete with rival companies such as Virgin TV or EE TV as well as internet television services such as Amazon Prime Video and Netflix.

On Demand, previously called Sky Anytime, has been available in various forms including: a PC version using a peer-to-peer platform over broadband Internet connection, a version for users of 3G mobile telephones, a push video on demand service for subscribers equipped with a Sky+ HD set-top box or the PVR3 version of the Sky+ set top box and a pull video-on-demand service.

"(It will feature) progressive download using the broadband return pathway and the hard disk in a combined way.

A background over-the-air update in 2010 upgraded all existing Sky+ HD boxes with the software needed to run Anytime+.

Additional content began rolling out on 11 October 2011 ahead of a full launch the following day.

Sky Anytime content also became available through Virgin Media Player online on 28 October 2011 but not on mobile devices.

On 11 October 2012, the download component of the on Demand service was activated in Ireland, where Anytime+ had previously been unavailable.

On Demand is offered without charge to all Sky customers with Sky+ HD boxes, although access to premium content such as sport and movies will depend on the subscriber's package.

Standard definition movies are typically around 1.3GBs, which takes about one minute to start playing on 2 Mbit/s+ connections, but around 40mins on sub-1 Mbit/s lines.

Downward said that the reasoning behind this strategy is to enable the "optimum experience" for customers and make it easier to manage technical issues.

Unlike EE TV, On Demand's download content will contribute towards the user's broadband data limit.

The VoD content comprises sport highlights, news, feature-length movies and TV programmes.