Sky Store has rolled out Buy & Keep to everyone in the UK and Ireland, allowing both Sky customers and non-subscribers to use the on-demand content service.
Anyone accessing Skystore.com or the new Sky Store app will be able to Buy & Keep the latest blockbuster films to stream or download on their compatible smartphone, tablet or laptop.
They will also receive a DVD version in the post, ensuring they have a hard-copy version of their purchase.
Non-Sky TV customers in the UK can watch films on their main TV set if they have a NOW TV box, Roku or YouView box.
On Android devices, customers will be able to browse, watch and buy, while on iOS devices the Sky Store Player App will enable them to browse and watch movies they have bought previously via their TV or on skystore.com.
Existing Buy & Keep customers - those who have already used the service on their Sky+HD box - will be able to access all the movies they have bought in My Library in the app, ready to stream or download online.
Sky customers who Buy & Keep on mobile devices can also choose to send the movie to their Sky+ HD box, so they can watch their purchase on their main TV.
Nicola Bamford, Director of Sky Store, said: "People want the simplest and most convenient way to buy and watch the movies they love, which is why it’s great news that from today Buy & Keep will be available to everyone and across multiple devices.
"Sky Store offers the complete service - straight to your TV, across your devices and you get the DVD in the post too."