US rental giant Netflix has at last arrived in the UK.
It debuts in the form of a PS3 app which puts it squarely up against established UK rival LoveFilm, which is owned by Amazon.
A Netflix subscription will cost 5.99 a month in the UK, with the first month available for free.
On offer is a wide range of films as well as a decent assortment of TV content.
The PS3 app is said to just be the first step in Netflix's UK rollout, with support for other, so far unnamed devices, also in the pipeline. For instance, in the US it's also available for Xbox 360, Wii and 3DS, as well as smartphones and on PC.
UPDATE: The Xbox 360 version of Netflix went live on Xbox Live at 11am this morning, MCV has been informed.