Dixons is preparing to launch an on-demand film streaming service under its Knowhow service brand.
Knowhow Movies will launch next Tuesday (28 February), offering film and TV content to rent or buy.
It is the first time Dixon’s retail chains Currys and PC World have stepped beyond selling technology and into content.
Dixons is the latest retailer to move into the already crowded video on-demand market, following a partnership between entertainment retailer HMV and FilmFlex to provide customers with streamed film content.
Tesco offers a digital streaming service through BlinkBox, which it acquired an 80% stake in April last year.
Dixons will also compete with LoveFilm and NetFlix as well as online streaming services from broadcasters such as Channel 4 and BBC.