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How we watch films and television programmes could all be about to change - yet again.

US film and TV streaming giant Netflix launched this week in the UK and Ireland, promising unlimited online streaming of a range of content in exchange for a flat monthly fee - currently £5.99

Despite citing its main rivals as Sky Atlantic and Sky Movies, commentators are pitting the firm against Amazon's Lovefilm - primarily a postal film rental company with 2 million subscribers, and an online streaming offering.

Streaming allows a user to watch a film on a variety of devices including smartphones, computers, tablets and some TVs without actually storing the data on the device.

More and more viewers are turning to free streaming services like ´óÏó´«Ã½ iPlayer, Channel 4's 4OD and ITV Player to catch up on programmes they've missed, but these are usually only available for 7 to 30 days after their TV broadcast. So if you miss the second chance online you'll probably have to wait for a repeat or buy the DVD.

But with streaming subscriptionsÌýthere's no such time limit, as the companies have contracts with major film production companies and broadcasters. In December, Netflix announced it would have non-exclusive access to much of the ´óÏó´«Ã½'s archive, with rights to programmes like Top Gear and Doctor Who. In the same month Lovefilm announced an exclusivity deal with Sony, suggesting that the future of online streaming could be as simple as different TV channels for different tastes.

Rather than one firm winning the battle, will we instead see a range of content offered across several different streaming services, which we'll subscribe to and dip in and out of depending on whether we want a documentary or blockbuster movie?

Although it's too early to tell exactly how the two firms will move forward - either in bidding wars for contracts or price wars for their customers, one industry will almost certainly continue to thrive.

Internet service providers (ISPs) could see a surge in customers upgrading to unlimited data allowances as they sign up to streaming packages. Whatever you subscribe to, if you want to stream online you'll need decent bandwidth (around 5mbps should be fine) and a good data allowance to avoid being stung by big bills. WebWise has a helpful choosing an ISP guide.

And of course, the WebWise guide has more information on what streaming is, and how to do it.

Hajar is a regular contributor to the WebWise blog and has also made award-winning programmes for ´óÏó´«Ã½ Radio. In her spare time she loves reading, writing and singing.