LoveFilm customers are now streaming more films online than they are renting DVDs, the company has revealed.
In February, the Amazon-owned company saw the number of movies and TV shows accessed through internet-connected devices exceed DVDs, Blu-rays and games rented by more than 20 per cent.
The company has also announced that the amount of content streamed has risen by over 400 per cent year on year.
This has led Lovefilm into claiming that it is now predominantly a media streaming concern, rather than a rental service.
What makes the online figures more impressive is that physical media rental numbers have also gone up.
February’s DVD, Blu-ray and games rentals are up by 25 per cent year on year.
“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 has become more popular than renting DVDs,” said Jim Buckle, managing director of Amazon’s Lovefilm.
