LOVEFiLM Instant? Wait, what? How did I miss this and is it Amazon‘s answer to Netflix? I don’t understand? How can it have reached two million subscribers and I don’t even know what it is with its cute little “i” and all other letters are capital, I love that! I wonder if they’ll be coming over to the US in the near future because I’d love to trial. It sounds like they are quite a smash in the UK.

Amazon’s LOVEFiLM today announces that they have reached two million subscribers driven by a record number of sign-ups in the fourth quarter of 2011. The Amazon-owned service added hundreds of thousands of new customers that now have access to LOVEFiLM Instant, which provides a unique offering of instantly streamed film and TV series, combined with the vast selection of DVD, Blu-ray and Video Game rentals. This is the fastest customer growth rate LOVEFiLM has experienced since 2009.

Simon Calver, CEO of Amazon’s LOVEFiLM, commented:

“Customers tell us they love LOVEFiLM because of the value, choice and innovation we offer in subscription film and TV entertainment. We offer customers an unparalleled range of titles, including exclusively available blockbusters, with over 70,000 DVDs, Blu-rays, films, TV shows, Video Games and streaming alternatives conveniently available for customers to watch in the location of their choice. Our two million members can look forward to us adding even more world class content, in a variety of formats, to be delivered across an ever expanding range of digital platforms.”

LOVEFiLM also announces the introduction of an unlimited streaming-only package which provides access to films and TV shows via LOVEFiLM Instant. Customers can access the LOVEFiLM Instant digital service through a range of devices including PlayStation(R)3, Xbox, iPad(TM) and a variety of other internet enabled devices.

LOVEFiLM members also benefit from LOVEFiLM Instant video-on-demand exclusivity in numerous major titles such as The Twilight Saga: Eclipse, The Dark Knight and hundreds more that have transformed traditional pay-tv windows. In the past twelve months alone LOVEFiLM has added digital content from a broad base of providers including major studios, distributors and networks such as Sony, Warner Bros., Entertainment One, STUDIOCANAL, BBC and ITV.

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