In what looks set to be a growing battle with Netflix, Amazon has today announced it is to launch the “UK’s most complete digital video service”, re-branding its LoveFilm service and incorporating it into its UK website via Amazon Prime.
LoveFilm Instant will become Prime Instant Video, giving members exclusive access to hundreds of films and television shows such as The Hangover Part II, The Girl with the Dragon Tattoo, The Walking Dead and Vikings Season 2.
In a statement issued on Friday, Amazon said it will also continue to increase its investment in original programming through Amazon Studios. Alpha House and Betas is due for release this year, with three original children’s series to follow. Amazon has also introduced ten new pilots from creators of shows such as The X-Files, The Wire and Six Feet Under.
Amazon Prime, which already offers members access to unlimited one-day delivery on its seven million products and access to half a million Kindle books, will be offered with the video package for £79 a year.
The move will be seen as a strike against Netflix which is planning a strong European expansion. Netflix predicts to end the first quarter of 2014 with 48 million members globally after recording revenue of $1.2 billion in the final quarter of 2013 and is home to popular shows including House of Cards and Breaking Bad.
“We’ve worked hard to offer the best selection of TV shows and movies for Prime Instant Video – in fact, we’ve more than tripled selection since LoveFilm became part of the Amazon family,” said Tim Leslie, vice president of Amazon Instant Video for the UK and Germany.
“We also added high definition video and introduced apps for popular devices like Xbox One, PlayStation 4, Samsung and Sony TVs and iPads and iPhones. Customers who love movies and TV will love Amazon Prime Instant Video.”
The service will be available from 26 February.
