LoveFilm's streaming service overtakes rentals

LoveFilm: postal rentals trails streaming service
LoveFilm: postal rentals trails streaming service

Lovefilm's streaming service has overtaken its DVD and BlueRay disc rentals for the first time, as its subscribers are watching more films and TV shows over the internet than ever before.

The Amazon-owned movie service has revealed that the number of films and TV episodes streamed online through internet-connected devices, exceeded the number of DVDs, Blu-rays and games rented by over 20%, in February this year.

LoveFilm, which launched its streaming service in 2009 and rebranded its to LoveFilm Instant in December last year, said the number of titles being watched online in February has grown 400% year on year.

It launched its first ad campaign, promoting its streaming offering at the end of last year. Previous advertising had been based around its physical DVD offering.  

It said that its rental business had also grown, up 25% from the same period a year ago.

It did not reveal how many titles where streamed or rented or how many of its two million subscribers have opted for LoveFilm instant, without the rental package.

The news that LoveFilm’s main business has shifted from rentals to streaming comes shortly after the Competition Commission announced that LoveFilm, along with Netflix, was being drawn into its investigation into BSkyB’s alleged dominance of the pay-TV market.

The commission sited LoveFilm’s entry into movie streaming as one of the "developments in the market" which lead to it extending the deadline of the probe.

Yesterday, Sky revealed details of its new pay-as-you-go internet TV service, Now TV, which will launch later this year, posing further completion for LoveFilm and Netflix.

Follow Sarah Shearman on Twitter @Shearmans

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers