Netflix streaming rival LofeFilm has finally made the jump to HD streaming.

Select content from the watch now section can be streamed up to 1080p on PC and Mac with 720p being attained on Xbox 360. The PS3 will get a HD service at a later date.

“Lovefilm is the number one consumer choice for subscription film and TV series streaming in Europe,” said managing director Jim Buckle.

“The introduction of HD quality content further strengthens the offering and marks another key milestone in delivering our members the best possible service with exceptional value.”