Widevine Deal Boosts Lovefilm Streaming

LOVEFILM have announced it will be broadening the way its members can stream content after a deal was signed with American based company Widevine.

This new deal will increase the number of devices that will be able to access Lovefilm's ever-growing streaming catalogue.

The new deal also signals a move away from traditional rental by post: Lovefilm clearly see allowing customers to rent and watch the films instantly, rather than waiting for the postman, as the future.

Who are Widevine?

Widevine are an American based company that will become "Lovefilm's prefired provider of digital rights management (RDM) and video optimisation solutions."

In English: it's hoped that the new deal will help Lovefilm expand from its traditional rental by post service even further.

Widevine's technology is deployed in a wide range of devices including Blu ray players and TVs meaning that theoretically any LoveFilm member will be able to stream film directly to their TV via their TV or BluRay player.

Widevine Chief Executive Officer Brian Baker commented on the new deal saying, "Widevine is pleased to be working with LoveFilm enabling their customers to have the highest quality video experience while viewing LoveFilm content on a wide array of devices. Now customers of LoveFilm can have the flexibility to watch Hollywood content on the device of their choice."

LoveFilm: more than just rental by post!

Currently, LoveFilm members with a premium accounts (i.e. unlimited monthly rentals) can access the rental company's online content and, in the short term at least, the company will be hoping that the new deal with Widevine will tempt more of its customers to upgrade their memberships to premium accounts.

The new deal has been welcomed by everyone at Lovefilm.

Their Group Digital Officer Lesley Mackenzie said, "Our agreement with Widevine signifies our passion for offering high-quality digital content to our members by giving them the widest possible platform choice, value and convenience.

"Widevine's impressive DRM knowledge and adaptive streaming solutions are respected industry-wide, and they are a great partner to help us continue our rapid growth in this
sector."

Currently, Lovefilm's film library has just over 4000 movies available to stream online but the new deal will put more pressure on Lovefilm to increase its online movie offering, making it worthwhile to invest in the technology that Widevine uses.

Lovefilm have been market leaders in the online rental market for some time now and their movie streaming service has become more and more popular over the last few months especially as Lovefilm integrates its service with Samsung and Sony TVs.

Widevine's extensive knowledge of digital rights management will allow LoveFilm's streaming service to be used on a wide number of devices and - Lovefilm hopes - put them even further ahead of the competition.

Currently no other UK DVD rental by post service is offering significant amounts of content online so Lovefilm are now competing with Sky Player, BBC iPlayer, 4OD, SeeSaw and the pay-on-demand TV providers.

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