Sony has been actively developing content deals for the Bravia Internet video in these five European countries. However, with the exception of LoveFilm in the UK, premium video services on the platform in Europe are primarily from television broadcasters. Some content partners are offered on a pan-European basis, such as Eurosport, and others are local catch-up services from broadcasters such as La Sexta and Antena3 in Spain, M6 in France and ProsiebenSat.1 in Germany. Qriocity will be the first transactional movie service for the platform.

Given the relatively small number of Sony connected TVs and BD players currently in European households, until Qriocity migrates onto other devices under the PSN umbrella-such as the PS3 game console-the service itself is unlikely to generate significant transaction volumes for Sony. However, the launch of the service does add to the appeal of the content offer on Sony's TVs in Europe, which is less developed than in the US, and may help the CE manufacturer gain a small advantage in the highly competative TV set market. 

Sony has announced intentions to develop Qriocity into a fully-rounded entertainment destination, comprising both hardware and content services focused around movies, music, games and ebooks. The launch of the transactional movie service on connected TVs and BD players is the start point for an extended roll-out of these new content services which will eventually feature on most, if not all, Sony connected devices (including PCs, the Sony Reader and Playstation games consoles). To date, only the 'Music Unlimited Powered by Qriocity' music subscription service has been officially announced and is anticipated to launch near the end of 2010. This music subscription service is expected to be a major focus point for Sony in 2011, however, no official launch date or territories have been confirmed for this service, or for the launch of any other content categories.