Streaming has overtaken rentals at online entertainment retailer Lovefilm for the first time, the company has said.
The milestone was passed in February when Lovefilm members streamed more than 20% more films and TV series over the internet than rented DVDs, Blu-rays and games. Compared to the previous February, streaming was up by more than 400%, with programmes being watched over devices from games consoles to connected TVs. Lovefilm said rentals of physical products were also up, rising by 25% since last February.
Jim Buckle, managing director of Amazon-owned Lovefilm, said: “The first quarter of 2012 has shown us two things: that LOVEFiLM members are watching more films and TV series both on the Internet and on DVD than ever before and in less than three years, streaming through Lovefilm Instant has become more popular than renting DVDs.
“Our members crave instant on-demand access. With more world-class digital content being added to Lovefilm Instant and a growing number of Internet-connected devices delivering it to members’ living rooms we expect this trend to continue."
He said he expected members to continue to combine streaming with postal rentals, and that both areas were growing fast.