A new challenger to Netflix and LoveFilm has appeared - meet Wuaki.tv, a streaming video service from the parent company of Play.com.
Wuaki popped up on the Xbox 360 dashboard last night and currently offers a discounted subscription fee of Ł2.99 - down from the usual Ł5.99.
You can also watch without a subscription by renting individual movies or TV shows.
The service's TV range includes series such as Grey's Anatomy, Dexter, Doctor Who, House, Lost and Breaking Bad - although many are available via rental only, not included in the subscription.
It's the same deal for much of the service's movie catalogue - the biggest and newest titles you'll need to pay individually for. But the prices aren't steep, and the full listing of what's available to rent/included when you subscribe is on Wuaki.tv's site, should you fancy a browse.
You can also watch Wuaki.tv via PC, iPad, Android and SmartTV. More platforms are expected to be added in the future.