Amazon is ramping up content investment in its London-based LOVEFiLM rental and streaming service, in addition to the Amazon Prime membership service offering free movie streams.

In an analyst call, CFO Thomas Szkutak said management remained upbeat on its ownership in LOVEFiLM and rollout of movie streams for Amazon Prime subscribers. “We are happy with the traction we are getting with Prime,” Szkutak said. “Customers absolutely love it, and are requesting free trials and converting [to paying customers] based on those trials.”

Szkutak said it still was early in the rollout of Prime SVoD, and would be continually monitored, including content additions, during the next 12 months. “We like what we see so far,” Szkutak said.

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