BSkyB (“Sky”), the UK’s largest pay-TV broadcaster, has announced that its rolling-out movies-on-demand streaming to its Sky Go mobile service.

Sky Go was launched in July 2011, after it merged its Sky Player and Sky Mobile TV services. The service allows subscribers to watch both live and ‘on-demand’ video content on a computer, mobile device or Xbox 360.

At present the Sky Go mobile app is restricted to iOS devices, with an Android app due out shortly, and it can only be viewed using a WiFi connection, though it’s thought that it will enable users to view movies using a 3G connection some time soon.

Throwing on-demand movies into the mobile mix is a big move for Sky, bringing smartphones and tablets onto an equal footing with computers. We’ve already seen the movies-on-demand space heating up in the UK lately, with HMV announcing its own service last week, but Sky has scored a distinct edge in the space by extending its offering beyond so-called ‘linear’ movie viewing on mobile.

“The launch of Sky Movies on demand with Sky Go will give customers complete control over how, when and where they access hundreds of movies, including new releases and classic films – all at no extra charge”, says Holly Knill, Head of Sky Player and Mobile TV. “Sky Go has attracted almost two million unique users since its launch in July, with over 30 million pieces of content viewed in the last month alone.”

Movies-on-demand on Sky Go will be free to use for those who subscribe to one of its movie packages, though the service won’t facilitate downloads yet – something that may change in the future.