Virgin Media has quietly changed the naming and pricing of one of its most popular TV products in a move that will affect new customers more than existing ones.

The broadband and TV provider launched its Stream box in 2022, a set-top box that runs over an internet connection to stream more than 150 Freeview channels or apps such as BBC iPlayer. Viewers can optionally add Virgin’s paid premium TV offerings to the box, including Sky Sports and move packages.

Stream also lets you sign up to third-party paid streaming services such as Netflix and Disney+.

Stream was offered to all Virgin’s broadband customers, who simply had to pay a one-off £35 activation fee. After that, the Stream box was free to use.

But now Virgin has decided to rename Stream to Flex, which the provider says will be reflected on the bills of existing Stream customers.

“Stream from Virgin Media customers may have noticed a message in recent bills advising of an upcoming name change to their service. We can confirm that from today it will be called Flex,” a Virgin community manager posted on the company’s community forum website.

“There is nothing to worry about, and this won’t affect your service in any way - you will still be able to enjoy your favourite entertainment in exactly the same way as you do today, and any subscriptions you have added will be unaffected. Your equipment (TV box) will still be known as the Stream Box. As a result of this change, you will now see Flex on your bills, and areas of your account view within My Virgin Media will be renamed too.”

Oddly, though the TV service has been renamed to Flex, the box is still referred to as the Stream box.

But it’s new customers who will be most affected by this change. Virgin’s new broadband and TV packages on its website now advertise Flex at £5 per month on a 30-day rolling contract, with a £10 activation fee.

That means activating a new Stream box costs £25 less, but keeping it will cost you £5 per month. Existing customers will only ever pay £35 for the service, so new customers will have paid more for the Stream box than those on the older plan after just five months.

New Flex customers will get 10 percent credit back on any full price TV packs they add to Flex, such as Sky Sports, according to Virgin. These entertainment subscriptions also work on a 30-day rolling contract, so you aren’t tied into add-ons for months if you don’t want them.

Virgin’s approach to a paid TV streaming service differs to rival Sky’s, which offers its Sky Stream service and box for about £26 per month on a two-year contract. This includes Sky TV alongside free-to-air channels, as well as Netflix.