Amazon-owned UK rental and streaming service LoveFilm have launched a new package aimed at providing for viewers who only want to use the website’s digital content.

The London (England)-based company has always offered post-based DVD rentals in all of its services since their foundation in 2002, but with a rising popularity of streaming and downloading as movie viewing methods, LoveFilm are now offering a package which does not feature physical media.

The new subscription package is available (currently at a special ‘launch offer’ of £4.99) to users of PC, laptops, iPad, smart TV, and games console PlayStation 3, as well as Microsoft’s Xbox 360, a product which joined that list earlier this week.

LoveFilm ‘chief operating officer’ Jim Buckle wrote a blog post on his opinion of the new service: “We’re always looking for ways to enhance and upgrade and tweak the LoveFilm service, so we made it happen as quickly as we could. There’s still a little bit of ‘smoothing out’ work left to do on the website, but the streaming only package is live and available, and we figured that was the most important thing. So if you decide to switch or sign-up for it, we hope you enjoy our unlimited streaming only package and, in these austere times, enjoy paying a little bit less each month too.”

While the prices will seem fairly low and competitive for customers, it is important to note that LoveFilm operate under two separate video-on-demand methods (subscription and transactional), although new movies are generally only available on the latter, and at a slightly higher price.

The reasoning behind being unable to obtain subscription content quicker is due to the local first-broadcasting rights being held by satellite broadcaster Sky (under their Sky Movies branding), although this dominance of the market (including on Sky’s online streaming platforms) is expected to be challenged soon with a formal request by the Competition Commission to require other broadcasters a chance at the spoils.

Sky will probably be the least of LoveFilm’s worries next year though, as American market giant Netflix will be launching in the UK next year as a serious competitor. With LoveFilm’s new package option now released, though, will they be able to maintain the edge?

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