Virgin Media Store customers moved to Rakuten TV
September 3, 2026



Rakuten TV, the European streaming platform, and Virgin Media have announced the next stage in their strategic partnership, with Rakuten TV becoming the new home for Virgin Media customers who purchase movies to own via Virgin Media Store.

The agreement will see existing Virgin Media Store customers transition their purchased content to Rakuten TV, where their digital movie libraries will remain fully accessible while they gain access to Rakuten TV’s full content offering. The move marks a deepening of the relationship between the two companies, which already spans Rakuten TV’s app on Virgin Media devices, five Rakuten TV FAST channels on the Virgin Media EPG and a joint advertising monetisation arrangement through Rakuten TV Enterprise, Rakuten TV’s advertising and commercial solutions business.


Existing Virgin Media Store customers will be able to move directly to Rakuten TV via their Virgin Media set-top box or device in just a few steps. Their purchased content will be available within the Rakuten TV app from day one, ensuring their existing library moves with them while giving them access to Rakuten TV’s full entertainment experience.

Once on Rakuten TV, customers will be able to access their existing purchased titles alongside Rakuten TV’s curated catalogue of movies and entertainment, bringing more content into a single destination.

Rakuten TV CEO & President, Cédric Dufour, commented: “We have built a strong and long-standing relationship with Virgin Media, and this latest step is a significant milestone in that partnership. It reflects the direction in which the connected TV industry is moving – away from individual services and towards deeper, more integrated relationships that bring together content, technology, distribution, and monetisation. Through Rakuten TV Enterprise, we are increasingly able to build these kinds of strategic partnerships with industry players, creating new commercial opportunities while responding to the way audiences are consuming and discovering content. We see this as an important step not only for our two businesses, but for the wider evolution of the CTV ecosystem.”

Richard Vivian, Director of Programming at Virgin Media O2, added: “We’re always looking for ways to deliver the best entertainment experience for our customers and the expansion of our partnership with Rakuten TV means Virgin Media Store customers can continue to enjoy their movie purchases in one, easy and convenient place while unlocking access to even more amazing entertainment.”