Netflix now has more than 3 million UK households signed up as subscribers, according to new estimates.
That's twice as many as the same time last year. Overall, more than one in 10 households are signed up to the streaming service.
Netflix is notoriously cagey when it comes to releasing actual figures, so these estimates are all we've got to go on.
Research companies Enders Analysis and BARB interviewed a sample of 13,500 UK homes. According to its findings, Netflix subscriptions had reached 2.8 million in the first three months of the year, and then grew by hundreds of thousands in the ensuing months.
"Netflix has always been highly secretive and released very few details about its international streaming performance in individual countries beyond the general statement that it is seeing encouraging progress everywhere," Toby Syfret, TV research analyst at Enders Analysis, said in a statement.
"Not since Netflix's announcement in August 2012 that its total subscriber base in the UK and Ireland had passed the one million mark, have we heard any numbers from the horse's mouth."
The research found that the streaming service is more than twice as popular as Amazon Prime Instant Video, which has 1.2 million UK households as subscribers.