Sainsbury's has launched its own streaming service to take on the likes of Amazon Prime Video and Netflix.
Sainsbury's Entertainment is now available as a free Roku app and features a host of TV shows and films, including '22 Jump Street', 'Spiderman 2', 'Friends', 'Breaking Bad' and 'The Big Bang Theory'.
The service allows users to buy or rent content, but Sainsbury's has yet to confirm pricing.
As with Tesco's Blinkbox rental offering, customers earn Nectar points – the supermarket's reward system – with each purchase.
Tesco has been heavily promoting its Blinbox streaming service recently in the run-up to Christmas.
The retail giant has also added a feature that lets you download films and TV shows to your tablet, so you can watch offline.
Streaming is big business at the moment. A recent Ofcom report noted that streaming is becoming so popular that the number of UK households with TVs has actually fallen for the first time.
US network HBO has also confirmed plans to launch its own streaming service next year. It's rumoured to go live in April, to coincide with the new series of 'Game of Thrones'.