The figures for the three months ending September 30 gave non-terrestrial channels a 37.9% audience share, up from 36.4% in the previous quarter and up from the 35.4% share in the same period in 2006.
The figures also show that digital television is now watched by 72% of all viewers each week, up from 69.3% in quarter two of this year.
Across the board, the results show a growth in television viewing, with average daily viewing for the period recorded at 3.38 hours compared with 3.31 hours for the same period last year.
Lynne Robinson, IPA research director, says the growth in non-terrestrial viewing is to be expected as digital switchover gets nearer.
Robinson said: "It is encouraging to see continued growth in the television market."
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