Netflix now accounts for more than half the video streamed over the internet.

44 million people around the world have signed up to its video-on-demand service.

Producing its own series like House of Cards and Orange is the New Black has given it an edge, but Amazon Prime and Google Play amongst others are jostling for space in a fast-growing market.

Internet technologist and adviser to the UK government on technology companies Ben Hammersley explained to the BBC how Netflix's user-friendly and easy-to-use interface gives it an advantage over its competitors.