The TV Anywhere service is available to UK customers but they will need to rent a Tivo set-top box from the company and upgrade if on a basic package.
It signals a challenge to BSkyB's rapidly growing Sky Go service.
It may also deter users from cancelling subscriptions to make use of cheaper catch-up TV alternatives and media libraries such as Lovefilm and Netflix.
At launch, streaming shows via Virgin TV Anywhere will only be possible with a wi-fi or broadband connection.
Virgin said it had not paid for the separate rights necessary to offer it over 3G or 4G phone networks - although other functions such as setting a Tivo recording from a remote location would be possible via cellular connections.
By contrast Sky Go does stream media over 3G and 4G.
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