Lovefilm begins streaming to Germany

Lovefilm, the Netflix-of-Europe, has rolled out its streaming service in Germany, albeit in Beta. Previously, Germans only had access to the DVD and Blu-ray rental via the post element of Lovefilm, but slowly but surely the company is growing its video-on-demand proposition.

Subscribers of can now stream films to their PC as part of their subscription package. Content comes from major studios as well as “classic and more special interest titles from a range of other partners” at no extra cost.

Simon Calver, CEO of Lovefilm, talks up the international roll out of the subscription streaming service as an important component of the company’s expansion strategy.

Though it sounds like access to streaming movies is via a PC for now, in line with Lovefilm’s digital strategy in the UK, intends to bring access to the streaming service through as many internet connected devices as possible in Germany, such as Internet-connected TVs and set-top boxes.

Lovefilm claims 1.4 million members who can access over 70,000 titles for rental via DVD, whilst on the digital side it offers thousands of films and TV shows via its ‘Watch Online’ facility which is available on the desktop web through the “LOVEFiLM Player” and through devices including SONY BRAVIA, Samsung TVs and Sony’s Playstation 3.