Netflix to launch in UK and Ireland in early 2012

Netflix, the leading US online movies subscription service, has confirmed plans to launch in the UK and Ireland in early 2012, taking on the Amazon-owned LoveFilm.

The company said that it will offer consumers in Britain and Ireland unlimited TV shows and movies streaming instantly over the internet to TVs and computers for a monthly subscription price.

"Upon launch, Netflix members from the UK and Ireland will be able to instantly watch a wide array of TV shows and movies right on their TVs via a range of consumer electronics devices capable of streaming from Netflix, as well as on PCs, Macs and mobile tablets and phones," said Netflix in a short statement.

"Further details about the service, including pricing, content and supported devices, will be announced closer to launch."

Founded in 1997, Netflix now has more than 25 million subscribers worldwide paying £7.99 a month to access movies and TV shows on a range of devices, including games consoles, Blu-ray players, Google TV and Apple's iPhone, iPad, iPod Touch and Apple TV.

Last month, the service was also announced as coming to social network Facebook.

Netfllix has not only transformed the way people in America watch TV shows and movies on-demand, but it has also challenged the traditional cable TV operators, often outbidding the networks for rights to hit new shows.

The service has been streaming movies in the US since 2007, but expanded to Canada in 2010 and 43 more countries this year, including nations in Latin America, and the Caribbean.

But now the $2bn-plus revenue company has its eyes firmly set on Europe, including a launch in Spain already confirmed alongside the UK and Ireland debut.

Netflix's expansion will be a blow to LoveFilm, the subscription company owned by online retail giant Amazon that has built a strong customer base in the UK and Europe.

LoveFilm also offers movies via digital streaming to a range of devices, but the arrival of a major competitor such as Netflix could seriously shake up the on-demand entertainment market.

> LoveFilm, 4oD, Vevo, Blinkbox and more coming to Xbox 360