The app will be accessible for users in 80 countries through Apple TV's tvOS operating system. The app will provide video content around sales and important artworks coming to auction as well as live HD streaming of auctions.

Image via brightcove Image via brightcove

Users can watch videos from five channels: Artists, Legendary Auctions, Luxury Goods, Experts, in which Sotheby's experts delve into their favourite auction moments and Auction Room, which will stream selected sales.

In December Sotheby's, New York, streamed the ''Driven by Disruption'' auction, which was the first sale to ever be streamed via the app.

Sotheby's EVP, Digital Development and Marketing David Goodman stated: "The launch of our Apple TV App as well as the roll-out of our digital program helps us realise our ambition to be relevant to both current and potential clients every day, regardless of whether a sale or exhibition is taking place."

"We have already seen tremendous results, with astonishing growth in online participation translating to a massive increase in online buyers in our sales."