Sainsbury’s officially launched its video-on-demand service today.

The service, at, will allow customers to buy or rent films to watch immediately on their computer, earning Nectar points as they do. Films will be available to stream or download on the same day they are released on DVD. Rental prices start at £1.99 per film for 30 days, rising to £3.49 for newer releases.

Sainsbury’s announced plans to launch the service in August last year.

“We’ve worked hard to expand our digital entertainment offer for our customers,” said Sainsbury’s director of online, digital and cross channel Jon Rudoe.

“With the recent launch of eBooks by Sainsbury’s, the launch of Video On Demand allows our customers to enjoy their favourite books and films from Sainsbury’s Entertainment when and how they want – be it through digital downloads or physical copies of DVDs, Blu-rays, CDs or books,” he added.