This pioneering partnership, the first of its kind, will give millions of Sky customers seamless access to Netflix through the Sky Q platform.

Sky will make available the extensive Netflix service to new and existing customers by creating a brand-new and attractively priced entertainment TV pack, combining Sky and Netflix content side-by-side for the first time.

With the Netflix app integrated into Sky Q, and Netflix programmes promoted alongside Sky content, customers can enjoy shows such as Britannia, Billions and Big Little Lies alongside The Crown, Stranger Things and Black Mirror, as well as free-to-air TV, all on the Sky platform. At the same time, customers will enjoy the simplicity of one monthly bill and easy to use, integrated user interface.

As part of the new partnership, Sky customers will be able to seamlessly access Netflix content in the Sky Q menu, plus quickly find their favourite Netflix programmes including the use of Sky Q’s search and voice search functionality.

Existing Netflix customers will be able to easily migrate their account to the new Sky TV bundle, or sign into the Netflix app using their existing account details, to enjoy Netflix with even greater convenience.

This agreement will give customers an even broader and better range of content, therefore adding more value into a Sky subscription.

It builds on the raft of new innovations coming to Sky Q which were announced earlier this week (see separate press release here for further details).

Jeremy Darroch, Group Chief Executive, Sky commented: “The exciting new features coming to Sky Q will enable Sky customers to access even more of the best entertainment delivered over the best product platform.

"By placing Sky and Netflix content side-by-side, along with programmes from the likes of HBO, Showtime, Fox and Disney, we are making the entertainment experience even easier and simpler for our customers.

" Our recent announcements mean we will extend our leadership in delivering customers the best viewing and user experience in Europe.”

Reed Hastings, Chief Executive, Netflix said: “We are delighted to partner with Sky to bring the latest technologies and great stories under the same roof. With this innovative new partnership and Netflix’s stellar line up of original content from across the world, Sky's customers will be able to seamlessly access and enjoy all the best entertainment in one place.”

This European partnership will see Netflix - along with the new Sky TV pack - launch on Sky Q in the UK and Ireland in the coming year. Netflix will launch on Sky Q platforms in Germany, Austria and Italy thereafter.

The agreement with Netflix also extends to Sky’s contract free streaming services. In the UK and Ireland, Sky will launch Netflix as a standalone app on NOW TV’s family of streaming devices including on the recently launched NOW TV Smart Stick. Sky Ticket in Germany and Austria, and NOW TV in Italy, will launch a standalone app on their devices in due course.