PlayStation 4 users can now access Sky channels via the pay-as-you-go NOW TV service.
Consumers with a PS4 console can watch content streamed over the internet via a broadband connection.
NOW TV has been accessible on the Playstation 3 since May 2013, and is now available on Sony's latest gaming unit.
Consumers have three package options: a one-day Sky Sports Pass, a one-month Sky Movies Pass and a one-month Sky Entertainment pass.
With the latter - which is priced at £4.99 per month - PS4 users and other NOW TV subscribers can watch ten of Sky's most popular pay-TV channels, including Sky 1, Sky Atlantic and Sky Living.
The Sky Sports Pass allows customers to enjoy live football, cricket, Formula 1, rugby league, golf, darts, boxing and more for £9.99 for 24 hours.
With the Sky Movies Pass - which costs £8.99 a month following a 30-day free trial - subscribers can choose from over 800 films, including many of the latest cinematic releases.
Gidon Katz, Director of NOW TV, said the company is "excited" to unveil "yet another fantastic way to watch Sky television content online.
He noted that PS4 customers in the UK have a contract-free and flexible way of watching great pay-TV content.
Fergal Gara, Vice-President and Managing Director for Sony Computer Entertainment UK, claimed the PS4 has been "a great success" since its launch.
"With the addition of the brilliant NOW TV to the PlayStation entertainment proposition, PS4 keeps getting better," he added.
NOW TV is available on a wide range of broadband-connected devices in the UK.
These include the NOW TV Box, YouView set-top boxes, PCs, Macs, iPads, iPhones, Android smartphones and tablets, and the Xbox 360.