For the first time since it added a streaming service to its business, Lovefilm is now streaming more content than it is supplying by conventional rental methods. In February, the Amazon-owned company saw the number of movies and TV shows accessed through internet-connected devices exceed rented DVDs, Blu-rays and games by more than 20 per cent.

The company has also announced that the amount of content streamed has risen by more than  400 per cent year on year. This has led Lovefilm to claim 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.

Those figures may rise even further soon, with Lovefilm claiming the streaming rights to Tinker Tailor Soldier Spy, thanks to its deal with StudioCanal.

Do you use Lovefilm? What about its streaming service? Let us know in the comments below...

Sections TV