Lovefilm, the UK online DVD rental service which recently announced buying Amazon.com’s (NSDQ: AMZN) competing UK service, is of course bullish on its prospects. It had about 450K subscribers, which has now doubled. Some other tentative numbers from this Times UK story: Amazon.com’s stake in Lovefilm is believed about 30 percent, making it the company’s biggest single investor. The deal is reported to value Lovefilm at about £200 million. It had sales of £50 million last year.

Meanwhile, it is trying to hedge against the obvious: online movie viewing. It has a library of about 800 movies users can view online, which of course is still very small, even compared to stateside online service Netflix (NSDQ: NFLX), which has about 6,000 online videos.

The company’s immediate goal is to reach 1 million subscribers and take the business into profitability, which should be achieved by the end of this year, it says.