Netflix has hit the 3 million subscriber mark, according to a BARB survey.

Online film and TV service Netflix has hit the 3 million subscriber mark in the UK, according to new research carried out by Enders Analysis, based on BARB figures.

The new data reveals increasing demand for the service, which has doubled its number of UK subs in the last 12 months and is outpacing rival Amazon LoveFilm in the market.

Netflix is traditionally cagey about revealing subscriber numbers or audience data but the new report, which surveyed 13,500 households, estimates Netflix’s UK subscriber base to have passed 2.8 million in the first quarter of this year.

The report also reveals Netflix to be outstripping Amazon’s rival SVOD service, Prime Instant Video, which it estimates has 1.2 million subscribers.

Netflix is making significant gains among younger audiences with double the proportion of 16-24s than its Amazon-owned competitor.

BARB puts Netflix’s success largely down to popular exclusive content such as Breaking Bad and House of Cards as well as carrier deals the service has signed with the likes of Virgin Media.

The buzzed-about online service - which will next launch in Germany, France and Switzerland - is expected to be made available on YouView set-top boxes provided by BT and TalkTalk later this year.

BSkyB remains the UK’s largest pay-TV provider with more than 10 million customers.