Lovefilm won’t follow Netflix’s binge-viewing strategy for new content

Amazon, which owns the Lovefilm streaming service in the UK, has decided against making its forthcoming original content available to subscribers in one sitting.


by comments from the producer of one of its new shows, the retailer

will seek to distinguish itself from its great rival Netflix by adopting a different streaming model for shows it produces in house.


binge-viewing strategy, which has seen new series of Arrested

Development, House of Cards and Lilyhammer thrown out for total

consumption without delay, has been touted as the future of television,

but Amazon, it seems, feels differently.

Jonathan Alter, the

executive producer of Alpha House, an Amazon original political comedy

starring John Goodman, says the release schedule hasn’t been determined

yet, but it won’t follow Netflix’s model.

That suggests that

Amazon will release episodes periodically, perhaps following the

time-tested tradition of weekly installments, with unlimited streaming


The company is already diversifying away from

Netflix’s approach when it comes to new content by allowing viewers to

become virtual Hollywood executives.

A recent pilot scheme

allowed viewers to choose from a host of one-off programmes screened in

the UK (through Lovefilm Instant) and the US (on Amazon Prime) by voting

on the best.

Five of those shows made the cut, including Alpha

House, which could debut before the end of the year. The others include

Betas and kids shows Creative Galaxy and Tumbleaf.

Do you think

Amazon is right to snub the Netflix approach or has the company already

set in motion the dominant way to watch TV in the future.

Via SlashGear

Next: Read our Netflix vs Lovefilm comparison