Now TV sees 'Thrones' surge in subscribers
The return of 'Game of Thrones' has led to a "five-fold increase" in the number of sign ups to Netflix rival Now TV.
Sky, which runs Now TV, said the rise has also been down to a "growing segment of the market that is looking to consume content in new ways".
The streaming service said it is now looking to capitalise on the success of the series by making it available on new devices like game consoles.
"This year's 'Game of Thrones' was the best received so far," Sharon McHugh, from Sky Ireland, told the Irish Independent.
Ms McHugh denied that Now TV was in direct opposition with streaming giants Netflix and that the two can "very much live alongside each other".
'Game of Thrones' returned with its seventh series on Monday, which will last seven episodes.
Now TV's sports output has also proved a pull for fans of the GAA and The Open golf, Ms McHugh said.