Movie rental group Lovefilm has secured a "game changing" deal to stream movies through Sony's PlayStation3, expanding its reach to three million more homes.
The group has already signed a deal with Sony, as well as Samsung, to bring the service to its internet connected TVs and some Blu-ray players. This is the most significant deal yet, according to chief executive Simon Calver.
He would not say whether the group was in talks with Nintendo and Microsoft to provide a similar service via their top-selling consoles the Wii and the Xbox.
Netflix, Lovefilm's equivalent in the US, has already signed deals with all three console groups. Mr Calver said its success was promising for Lovefilm.