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Streaming service Netflix will have 100 million subscribers around the world by 2018, according to research.

IHS Technology says the streaming service will grow by 22 per cent between now and 2019, with huge growth expected here in Britain. The UK will be the biggest-growing market for the service, with 7.1 million of us subscribing by 2018.

The US is also expected to add 10 million new subscribers.

The researchers said Netflix is investing heavily in new shows. "Excluding spend on sports, in 2013 and 2014, Netflix outspent almost everyone on original and acquired content," said Ted Hall, research director at IHS.

"In 2014, Netflix's content spend was about double that of ITV and Amazon.

"International subscribers are key for Netflix. As Netflix invests more in international content, we expect to see huge growth in Western Europe over the next three years, with 10 million new subscribers to be added to its already burgeoning international base."

But according to Hall, it won't destroy traditional linear TV, at least not anytime soon. "The core concept of the [TV] channel is fragmenting, as audience behaviour is changing and broadcasters are adapting to meet evolving viewer needs," he said.

"The traditional linear channel will be around for a long time to come, but it will become increasingly marginalised by a plethora of online services, from catch-up TV to TV Everywhere, pay TV channels' streaming offerings and YouTube multi-channel networks."


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