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Lovefilm has announced that for the first time, more content was viewed via its instant service than its DVD, Blu-Ray and Games rental divisions combined. The Amazon-owned company surpassed two million members in January, making it the biggest of its kind in Europe. In just 12 months, internet-viewers have increased by a whopping 400 percent, but let's not take that as a sign of the death of physical media just yet. Whilst the company itself sees its future in the streaming realm, the postal-arm of the business also grew by 25 percent in the same period.
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STREAMING SERVICE OVERTAKES DVD AT LOVEFiLM FOR THE FIRST TIME

LOVEFiLM, an Amazon company and pioneer of internet film delivery in
Europe, announced today that in February, for the first time ever,
LOVEFiLM members streamed more films and TV series instantly over the
Internet via LOVEFiLM Instant than rented DVDs, Blu-rays and Games.

The number of films and TV episodes streamed online through
Internet-connected devices including games consoles and connected TVs
exceeded the number of DVDs, Blu-rays and Games rented by over 20%.
This represents an increase on the same month last year of over 400%,
while the rental of physical product is also growing, up over 25% over
the year.

Jim Buckle, Managing Director of AMAZON's LOVEFiLM, commented: "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. At the same time, many of our
members continue to enjoy the combination of LOVEFiLM Instant and
LOVEFiLM By Post in one, great value for money, subscription, with
both services growing rapidly."

Amazon's LOVEFiLM surpassed two million members in January 2012,
cementing its position as Europe's largest subscription service for
streaming films and TV series over the Internet and sending DVDs and
games by post. LOVEFiLM pioneered Internet film delivery in the UK
through the world's first download-to-own service in 2006. By 2009
LOVEFiLM had launched the UK's first subscription film and TV series
streaming service which, in December 2011, became LOVEFiLM Instant, a
standalone service streaming on PCs and through over 175
internet-connected devices including Xbox, PS3, internet-connected TVs
(SONY, Samsung and LG) and iPad.

Amazon's LOVEFiLM is constantly adding to the range of film and TV
series on LOVEFiLM Instant having signed major content deals including
Sony, Warner Bros., Entertainment One, STUDIOCANAL, ITV, ABC, and BBC,
and offering exclusive titles including vampire phenomenon The
Twilight Saga: Eclipse, action-thriller Source Code and, coming soon,
critically-acclaimed Tinker Tailor Solider Spy.