Google has been dangling its toes in the movie rental business for a couple of months now, but news has now arrived that the company will be stepping up to challenge market leaders LoveFilm and Netflix with a mainstream movie rental service of its own in the near future.
The internet behemoth has been offering more than 400 independent ad-supported titles online since last September. But according to The Wrap, Google have signed deals with studios including Sony Pictures Entertainment, Universal Pictures and Warner Brothers, to create a movie-on-demand platform offering the latest high-profile releases.
This deal puts Google in direct competition with established players in the market such as Netflix, which boasts around 23 million subscribers in North America.
This news follows last week’s announcement that Tesco have bought an 80% stake in video-on-demand service Blinkbox as part of its own push into the home entertainment market. Richard Brasher, Tesco’s UK CEO, said the acquisition means the supermarket can “link together” the physical purchase of films and entertainment with digital technology to create a multi-channel entertainment offer.