In a world where online media is a much more sought after merchandise than that of its offline counterparts, it's no surprise to hear of LOVEFiLM's celebration of their streaming service surpassing the efforts of its DVDs. Yep, that also includes Blu-ray and gaming rentals.
Announcing the happy news that for the first time in LOVEFiLM history, more content was viewed via their instant streaming service than its rental divisions combined. This equates to a staggering 400 per cent increase in streaming compared to last year's numbers.
However, DVD lovers shouldn't throw out their beloved digital versatile discs just yet, as the company also revealed a 25 per cent increase in physical rentals since last February.
Jim Buckle, Lovefilm's MD, was pretty pleased with the company's profits: "In less than three years, streaming through Lovefilm Instant has become more popular than renting DVDs.
"Our members crave instant on-demand access. With more world-class digital content being added to Lovefilm Instant and a growing number of Internet-connected devices delivering it to members' living rooms we expect this trend to continue."
In addition to this company's joyous path to good fortune, LOVEFiLM also celebrated their two millionth member in January - despite facing competition from its rival, Netflix.
It appears that streaming is the way forward for many media-hungry consumers, but where exactly they'll be feeding their appetities is down to the selection on offer by either organisations.