Sony will go head-to-head with Apple’s iTunes this year with the launch of Qriocity, its new video and music streaming service.

Announcing the subscription service at the IFA consumer electronics show in Berlin, the Japanese electronics giant said it will offer access to millions of songs and high-definition films. Qriocity – pronounced curiosity – is already available in the US, but will be expanded to the UK, French, German, Italian and Spanish markets this autumn.

It will be available through all web-enabled Sony products, including the PlayStation 3 (PS3) games console, Sony Bravia TVs or VAIO laptops. Sony said that over time it could be opened up to third-party developers.

Unlike Apple’s iTunes, where users download files to their music player, Qriocity is cloud-based, which means customers stream the media through the internet in a similar way to the BBC’s iPlayer or Spotify music services.

Films from major Hollywood studios will be available to rent with unlimited viewing over a set time period and Qriocity’s Music Unlimited service will offer millions of songs, learning its users’ tastes and making recommendations in a similar way to Last.fm. network-enabled devices.