VidZone, Sony's free music video streaming service on the PlayStation 3 has notched up more than half a billion views since its launch just over a year ago.
Landing on the PS3 XMB interface in 2009, the ad-supported service lets you sift through over 30,000 music videos which you can watch, rewind, fast forward, pause and store playlists to your heart's content.
The London-based service has recently also introduced 120 pre-programmed TV channels which include 'EMI TV' and 'Rock Legends TV, and now offers video world exclusives and behind the scenes footage.
All the music content is taken from Sony BMG, EMI and numerous independent labels, including artists Pussycat Dolls, Britney Spears, Fatboy Slim, Black Eyed Peas, Glasvegas, Dizzee Rascal, P!nk, Noisettes, Ne-Yo, Armand van Helden, Tori Amos and Akon.
With a LOVEFiLM rental service set to land on the PS3 in the very near future, things seemingly looks bright for Sony's flagship console on the content streaming front.