The Sky Now TV app has launched on Xbox 360.
Announced in March, Now TV offers on demand access to "some of Sky's most popular content", beginning with films from Sky Movies.
The original reveal said Sky plans to expand the service to offer sport and entertainment content "soon afterwards".
Now TV supports flexible pricing with no install or minimum contract, so you can use it as a pay as you go or a monthly subscription service.
"All time favourite" movies can be downloaded from 99p each, the latest films cost £3.49, and a month's unlimited access is priced at £15.