How Netflix's rivals stack up

LOVEFILM

The oldest UK online film service is now owned by Amazon but its roots are more pedestrian. In the early 2000s Paul Gardner and Graham Bosher launched Online Rentals, trading as DVDsOnTap in Harlow, Essex, while William Reeve and Alex Chesterman founded ScreenSelect in Acton, London. The two competed fiercely, their customers ordering DVDs via the internet that would then be sent to them by post.

After a string of small acquisitions, ScreenSelect bought its rival, now rebranded as LoveFilm, and adopted its name. Two years later Amazon merged its DVD rental business with LoveFilm and became its biggest shareholder, and in 2011 the US company bought LoveFilm outright. Though LoveFilm still sends discs out in the post, it started streaming films in 2010.

With more than two million subscribers, LoveFilm is Netflix's biggest direct competitor in Britain. It has more, and more recent, films than its rival but less impressive TV offerings. The LoveFilm Instant streaming service costs £5.99 a month but those who still like a physical DVD can pay £7.99 for three discs a month, or combine the two from £9.99 a month.
Key weapons The longest-established brand, and a good film lineup for the money.

NOW TV

BSkyB's entry into the streaming market launched in July 2012 and is available on computers, mobile devices, some games consoles and set-top boxes. It has been available on Sky services since last year, but you do not have to be a Sky subscriber to join. The service offers live streaming and content on demand, covering movies, entertainment and sport.

One of Now's big advantages is that thanks to Sky's existing movie rights, it can show the latest blockbusters months before its rivals. This comes at a higher price, though: £8.99 a month for films and £4.99 a month for TV programmes. Those who want to watch a particular football match or other Sky-only event without signing up for the channel's full package can pay £9.99 for a 24-hour "day pass" to all Sky's sports channels. Like Apple TV, it offers a set-top box that lets you stream your Now TV purchases to a TV as well as BBC iPlayer and other catch-up services.
Key weapons Flexibility – though at a price – and first option on those Hollywood blockbusters.

BLINKBOX

Blinkbox is Tesco's rival to iTunes, allowing customers to rent or buy films online. It was founded by former Channel 4 and Vodafone executives Michael Comish and Adrian Letts, backed by venture capital firms. Tesco bought 80% of Blinkbox nearly three years ago and Comish became head of the retailer's digital operations, which also include the free Clubcard TV for cardholders.

Blinkbox started with movies and TV shows, but it has used Tesco's cash to expand into books and a music service to rival Spotify. Its services can be viewed on consoles, tablets, smart TVs, computers, Blu-ray players and set-top boxes. Blinkbox charges £3.49 for a recent release. It no longer carries free films on the service – these have been migrated to Clubcard TV. Blinkbox has rentals starting from 99p. Its big marketing advantage is its ability to tap Tesco's vast customer base, which may be less tech-savvy than iTunes' but is catching up fast. Another selling point is that customers can buy what they want instead of committing to a Netflix or LoveFilm subscription.
Key weapons Flexibility for the masses and a bigger film archive than LoveFilm or Netflix.

APPLE TV

With Apple's iTunes, customers can stream and download films and TV shows as well as music It costs £4.49 to rent a recent film and in the region of £10 to buy it. TV shows must be bought rather than rented, either as individual episodes or for a whole series using a "season pass". Like Blinkbox, iTunes gets films earlier than Netflix or LoveFilm but later than Now TV.

Now, with the Apple TV set-top box, customers can stream material on to their TV screens. Steve Jobs, the late Apple founder, unveiled an early version of Apple TV, then called iTV, in 2006; the name was changed after British broadcaster ITV threatened legal action. The first version simply allowed customers to sync material on iTunes on to a TV. By the third generation, launched in 2012, viewers could stream direct from iTunes to their TV and get internet access to YouTube, Netflix and other providers.
Key weapons The Apple cachet, and good-quality HD pictures.