UPC is hoping to put it up to Netflix with the launch of its own on demand streaming service in Ireland in February.

According to the Liberty Global owned cable television company its new service, "My Prime", will offer "thousands of films and series" and can be viewed on a television, smartphone, tablet or laptop. The service will be available free to UPC subscribers.

UPC is pitching the service as “similar to Netflix with all the benefits but without the extra monthly cost” and a spokeswoman says it marks another step in the “evolution and expansion of content” for UPC.

However, while the service may be available free in Ireland, the communications provider has announced price increases of as much as 10 per cent in recent days, which will push the cost of a broadband, television and phone subscription up by almost € 100 over the next 12 months.

It is not yet clear what content will be available on the service, but UPC says it will be a “significant enhancement” to its existing on demand service.

UPC has already launched My Prime in Switzerland, where it offers television series including The Good Wife, Scandal and Nurse Jackie, as well as movies such as Magic Mike and Limitless.