The US media subscription service Netflix is now available to UK customers, bringing television and film to consoles and mobile.
Consumers can now access a range of content on iOS and Android mobile devices, PC and Mac, PlayStation 3, Xbox 360, Wii and via Smart TV adaptors and internet ready televisions. Unlimited packages are available for £5.99 in the UK and €6.99 in Ireland.
Available media includes content from producers like BBC, CBS, Disney, Lionsgate, MGM, Paramount, Sony, and Viacom, and users can link their accounts to Facebook to share their film choices.
"We are starting 2012 in the best possible way: by giving consumers in the UK and Ireland an amazing entertainment experience," said CEO Reed Hastings.
"Now, you can enjoy as many great films and TV programmes as you want, when you want, where you want, for one low monthly price with no contracts or commitments."
The service is a clear rival to the Amazon owned LoveFilm, which offers films and games by post, as well as streamed content to games consoles, PCs and mobile devices. Its content streams at DVD quality, while Netflix promises HD streaming to those with a fast enough broadband connection.
LoveFilm responded its rival's launch by cutting the price of its unlimited streaming package to £4.99.