BT TV subscribers are now able to access buy-to-keep movies on web-enabled devices using their broadband connection.
Films purchased on a BT TV YouView or Vision+ set-top box are available for customers to watch on PCs, tablets and smartphones at no extra cost.
Customers can access their films on up to four different Apple or Android devices or online, watching them instantly or downloading them to view later.
BT TV's library of buy-to-keep films includes many of the latest blockbusters, plus a selection of modern greats and classics.
Top titles available for purchase in HD and SD include '12 Years a Slave', 'Divergent', 'Despicable Me 2', 'Marvel’s Captain America: The Winter Soldier' and 'Dawn of the Planet of the Apes'. Library prices start from £3.99 for films in SD, and £5.99 in HD.
Alex Green, Director of BT TV, noted that the provider was the first TV platform to offer buy-to-keep movies in the UK.
"Now we’re the first to offer these movies digitally on multiple devices," he added.
"We believe customers will increasingly choose digital ownership given its freedom and flexibility and the ability to create your own personal movie library."
Meanwhile, BT has launched its TV Everywhere service, which allows subscribers to watch TV channels on multiple devices.
Available for free with BT TV's extra box service, customers can access a selection of general entertainment, kids and BT Sport channels.
Mr Green said the TV Everywhere service gives families additional viewing options, providing access to their favourite channels at home and on the move.
BT TV packages are available from £5 per month, with subscribers receiving a free YouView+ box.