Sainsbury’s customers will soon be able to buy, rent or stream digital media from the supermarket, following its £1m acquisition of online entertainment company Global Media Vault.

GMV runs a white-label entertainment ecommerce and digital media platform, offering more than three million songs, films and games for the UK market. The company has been trading since January 2009, and Sainsbury’s is its main customer.

“Taking full control of GMV will enable us to develop our existing Sainsbury's entertainment website even further enhancing the functionality and customer experience, meaning customers will soon be able to buy, rent or stream content from Sainsbury's," said Sainsbury’s group development director Luke Jensen.

"Online retailing and the delivery of digital content will play a key role in the future of entertainment, so this is an important acquisition for Sainsbury's,” he added.