Lovefilm knocks a pound off streaming sub

Netflix countering tactic

Lovefilm is to reduced the price of its most basic subscription package in a bid to compete with the eagerly anticipated arrival of Netflix in the UK.

A basic, streaming-only Lovefilm account will now cost £5 a month, down a pound from £6.

That package gives punters no access to games or movie discs, but then neither does the competing £6-a-month package from Netflix.

Not that price really matters. Success will come on the back of the range of streaming content either company - or their lesser rivals, for that matter - can offer. Both are busily attempting to extend the volume of video they have on their servers to stream. ®