But UK-based customers would be wise not to get too excited about the ability to watch Netflix programmes when on the move. Sarando dashed the hopes of many users that have been anticipating the feature for years when he suggested that it would be aimed at consumers in developing countries.

Although there is high demand for the ability to download films and TV series, this isn't the driving factor that could finally make Netflix introduce it. Nor is the competition from the likes of Amazon Prime Instant Video and YouTube RED.

Instead, it is a move to capture new audiences in emerging economies with poorer infrastructure in which internet speeds don't allow for easy streaming.

"In [developing] countries they have adapted their behaviours to be much more of a downloading culture," said Sarandos, speaking to CNBC. "As we get into more and more developing countries we want to find alternatives for people to use Netflix easily."