The move is part of an ambitious expansion programme which has seen the US company, which was founded in 1997, move into Canada and 43 countries in Latin America and the Caribbean over the last year. Netflix charges US users $7.99 (£5) a month to rent an unlimited number of films and TV shows to stream online.
Amazon's Lovefilm, which has 1.6m subscribers in the UK and Europe, charges between £4.99 and £19.39 a month depending on how many films users want to rent at the same time. YouTube, which is owned by Google, also launched a film rental service for UK users earlier this month.
Fox and CBSNetflix has moved to compete directly with large TV networks such as Fox and CBS in the US by acquiring the rights to screen new content first, rather than simply making available material that has been shown elsewhere. That's prompted some broadcasters to raise the price of licensing deals with Netflix.
That lost Netflix 810,00 subscribers over the third quarter, taking the total figure down to 23.8m. The firm's chief executive and chief financial officer admitted "many of our long-term members felt shocked by the pricing changes, and more of them expressed that by cancelling than we expected."
It's been a bumpy ride for the company's share price this year, with $7bn wiped off the value of its shares since April, leaving its current market capitalisation at $5.7bn. Shares have dropped from a high of $300 to below $90.