Episodes of the new series of Mr Selfridge are available on iTunes three days before they screen on ITV on Sunday nights.
The groundbreaking deal, between NBC Universal International and ITV Studios Global Entertainment (ITVSGE), means that all 10 episodes will be available to fans in standard definition for £1.89 or HD for £2.49.
Mr Selfridge, which stars US actor Jeremy Piven and former Coronation Street actress Katherine Kelly, is a successful costume drama set in the iconic London department store in the early 20th Century. Series two picks up at the start of the First World War, five years on from the end of series one.
NBC Universal International licensed Mr Selfridge’s home entertainment rights in all countries except the US, Canada and Japan from ITVSGE.