As Netflix officially launches in the UK and Ireland, rival Lovefilm has announced it has reached two million subscribers, at the same time shaving £1 off the price of a monthly subscription.
Lovefilm is offering a monthly introductory price of £4.99. This compares to the £5.99 being proposed by Netflix, although the company is giving away the initial month’s subscription for free.
In recent weeks tit-for-tat press statements have been released as the Amazon-owned Lovefilm looks to maintain first mover advantage against its new rival. Each announcement of new content has been countered by further signings or contract renewals.
Lovefilm says it is currently adding new customers at the fastest rate since 2009m declaring “hundreds of thousands” of new customers now have access to the streamed Lovefilm Instant.