Movie rental company Quickflix has signed a deal to stream content to Xbox 360 consoles in Australia and New Zealand.
The subscription service, offering unlimited viewing of TV and movies on demand, will be available later this year.
Quickflix streaming is already available on internet connected televisions, computers and mobile phones.
The service is the latest in a growing number of companies competing for the TV and movies on-demand market.
Last week Google launched an Australian movie rental service through YouTube and Google Play.
The new services come after Perth-based iiNet's High Court win against a group of 34 film and television companies, which had sought to make the internet service provider responsible for its customers downloading pirated movies and TV shows.
iiNet chief executive Michael Malone said the most effective way of combating privacy was by making content available to consumers online quickly and at an affordable price.
In Australia there are already several options for purchasing movies and TV shows legitimately online, including iiNet's Fetch TV option, which is also available rebadged as MeTV via Optus. Telstra provides a pay-per-view model Bigpond Movies via its T-Box service and Xbox users can rent movies and TV programs via Foxtel.