Lovefilm has said that February represented the first month when it had streamed more films and TV series over the internet than it had rented DVDs, Blu-ray discs and games.
The Amazon-owned company found the amount of streaming to be 20% higher than content sent through the postal service. Internet streaming to connected devices is also up 400% year on year.
While online streaming has climbed following a heavy period of promotion in the light of the UK launch by rival Netflix, the rental of packaged media is also up 25% over the 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 through Lovefilm Instant has become more popular than renting DVDs,” said Lovefilm MD Jim Buckle.
Lovefilm reached two million members in January 2012. Its UK streaming service launch in 2009 and was rebranded as Lovefilm Instant in December 2011.