Netflix’s supremacy in the living room continues with news breaking this morning of a spearheading partnership with Sky. Absorbing the full Netflix package into its Sky Q service, European customers will now be able to access Netflix content alongside the existing Sky material.

The news is one of a number of related developments – with Sky Q also gaining access to music-streaming service Spotify in a similar move of integration.

Though smart TVs have long been able to place both services next to each other, this is the first instance of a major subscription TV platform attempting to integrate a streaming-service like Netflix into its own catalogue. Viewers will still go through the Netflix app when doing so, but its content will be situated alongside Sky content in recommendation menus and search functions.

Another major allure is in the acquisition of Netflix’s Ultra HD material, supplementing Sky Q’s existing 4K catalogue (an already significant attraction, which Sky have been slowly building up since the service’s release in February 2016).

And while current Netflix subscribers can still simply sign into their accounts, the deal means that the service will come as part of the existing Sky Q package – with customers now able to migrate their Netflix account to Sky in a no-fuss, one-month bill system.

If nothing else, this deal indicates what we already knew was in motion – with Netflix continuing to pursue further expansion in the name of smoother accessibility and the ease of payment that comes with bundled packages.

The pricing and exact release date remains unannounced, but Sky have said Netflix will arrive “in the coming year” for the UK and Ireland – before dropping in other territories thereafter.