Lovefilm has started upgrading its film and TV catalogue to Full HD for PC and Mac viewers, with 720p streaming to smart TVs and Xbox 360.
The HD re-launch puts Lovefilm Instant in a select club with Netflix and Sky Store, while other streaming video services operate in standard definition - if your internet connection can support it.
Jim Buckle, MD of Lovefilm, said: “The introduction of HD quality content further strengthens the offering and marks another key milestone in delivering our members the best possible service with exceptional value.”
The HD content could put a stretch on users’ broadband speeds: 720p streaming requires a minimum of 4mbps, while a reliable 12mbps or higher is recommended for full HD 1080p streaming.
Opening film titles in the UK will include The Twilight Saga: Eclipse, Gnomeo and Juliet, and Four Lions, with the library expanding as new films arrive.
US TV dramas including Lost and Ghost Whisperer will also be available alongside a wide range of British titles such as Human Planet and Planet Earth.
There’s no extra cost for the HD content - Lovefilm Instant subscriptions start at £4.99/month - and the service has now signed up NBC Universal for access to its film library.