LoveFilm surpasses 2 million subscribers; subs migrate to streaming.

In February, for the first time ever, more LoveFilm subscribers streamed films and TV series than rented them.

The number of films and TV episodes streamed online through internet-connected devices exceeded the number of DVDs, Blu-rays and games rented by over 20%. 

However, the company has also announced a 25% increase in the rental of physical product between February 2011-12. Subscriber numbers surpassed two million in January of this year.

At last year’s MIPCOM market in France, Netflix chief content officer Ted Sarandos revealed that more than half of Netflix’s streams are TV shows.