The owner of Sky News has moved to bolster its customer experience further by signing a partnership deal with Netflix.
Sky plc said its subscribers using the ultra HD Sky Q platform in the UK and Ireland would have access to a new Sky subscription pack containing full Netflix content in the coming year.
The companies said they could combine their content side-by-side for the first time by integrating the Netflix app into Sky Q.
Netflix programmes would be promoted alongside that of Sky's - bringing together Sky shows such as Britannia, Billions and Big Little Lies with The Crown, Stranger Things and Black Mirror.
The deal builds on Sky's investment programme in Sky Q and a similar agreement announced this week with music streaming service Spotify.
Just before Christmas, Sky and BT announced a cross-supply dealfollowing years of talks as both were under pressure to bolster their offerings amid the challenge posed by the likes of Netflix and Amazon.
The deal with Netflix was announced as Sky's future ownership remains uncertain in a sector facing profound change amid changing viewing habits.
Sky chief executive, Jeremy Darroch, said: "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."
His counterpart at Netflix, Reed Hastings, added: "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."
Source: https://news.sky.com/story/sky-and-netflix-agree-european-partnership-deal-11271587