I have access to Amazon prime and netflix via the virgin media box but also seperateley via my Toshiba 4k smart TV.
Is it better to watch via Virgin V6 or via the apps on the TV?
You should choose whichever is both more convenient and provides a better quality picture.
One important feature V6 has over your TV is that you can use series link and search to find and play Amazon Prime Video material.
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Audio matters as well to a lot of people like me who have speakers and a subwoofer, so a V6 connected to my Onkyo AVR provides 5.1 surround sound.