Sky is gearing up to launch Now TV tomorrow, which will offer customers an on-demand movie rental service that will take on both LoveFilm and Netflix
The service will be made available on PC, Mac and selected Android handsets, and will give viewers access to a catalogue of Sky Movies content which includes 600 films and 11 channels.
It will be available for £15 a month or users can opt for a pay-per-view option, forking out between 99p and £3.49 per film.
According to the Guardian, the service will also incorporate Sky Sports content such as Premier League and golf, although this will be made available later on in the year.
Sky1 and Sky Atlantic will also be included.
Stephen van Rooyen, BSkyB managing director of sales and marketing, said: "We are targeting the 13m non-pay TV households out there with a no commitment, no contract way of delivering Sky content they want in a dip in and dip out way."
"The whole idea is to have something 'not Sky', it is purposely designed to attract new customers."