Cross-platform film streaming service Netflix launched in the UK and Ireland back in January, aiming to build on its then 25 million users across the Americas and the Caribbean.
Some considered the launch daft, what with the region already having access to LoveFilm, Sky Go et al, but Netflix has reached the one million subscriber milestone in just seven months.
The figure makes the UK and Ireland Netflix's fastest-growing territory, with the region hitting 1m users quicker than any other.
It's perhaps unsurprising, as consumers continue to make the switch to digital streaming ahead of physical media, viewing media on mobile phones, tablets, and laptops for the on-the-go lifestyle.
Evidence of this was demonstrated in March, with more films now streamed than watched on vide, DVD and Blu-ray.