PlayStation 4's cloud-based Video Unlimited app can deliver content in seven to ten seconds

PlayStation 4's cloud-based Video Unlimited standalone app will make use of Dynamic Adaptive Streaming which can deliver content in seven to ten seconds, according to Sony's director of operations for video, Mike Avitabile.

Speaking with Polygon, Avitabile said since the Video Unlimited app is cloud-based, it exists "on any networked Sony device," plus, unlike PlayStation 3, PS4 will not download video content whether it is owned or rented.

"We talked to our users and asked them what matters the most, and they said it's immediacy," he said. "If you start to introduce the notion of download, it's a bigger file and people become frustrated, and it wouldn't be able to realize this technology.

"[However] we're looking into it for people who do want a downloaded copy and don't want to have to deal with their internet."

Avitabile said with cloud-based video, the ownership is the same has owning in on one's hard drive - so there' no need for the download.

"You own this content. Whether or not you download this content, it's yours," he said.

Video Unlimited is available on all Sony devices, including Smart TVs and cellphones, and once your device is connected, you can pause a movie on one and continue watching on another.

Sony will release PS4 on November 19 in North America and November 29 in Europe.