YouTube has launched its new film rental service in the US, with plans to have 3,000 titles available to watch in full online.
Behind-the-scenes and making-of extras will also be available from the new service.
YouTube can now be watched on more than 350 million devices, with users watching an average of 15 minutes of content a day, though the company hopes to raise that figure with this new service.
YouTube already shows some full-length films but the new service will include new films available to watch from the same day as the DVD and Blu-ray release.
Major studios including Sony Pictures Entertainment, Universal Pictures and Warner Brothers are all reported to be on board with the service.
With YouTube now available through many of the latest internet-connected TVs, the new service will be seen as a direct challenge to video on-demand services like Acetrax, LoveFilm and Qriocity.
There’s been no announcement as yet about the service coming to the UK but it’s almost certain to follow fairly soon.