Movie rental service Netflix has reported an increase of 2 million in its US subscriber base to 29.17 million for the first quarter of 2013. The news marks another milestone for Netflix as it passed out premium cable channel HBO for the first time.
According to data from SNL Kagan reported in Variety, HBO ended 2012 with 28.7 million subscribers.
The news comes as Netflix reviews its content strategy and relationship with US broadcasters that could see it carrying only select shows instead of having to acquire packages where marquee titles are bundled with dated content.
Netflix has also ramped up its original programming in the shape of horror drama Hemlock Grove and rejuvinated sitcom Arrested Development. The political drama House of Cards released earlier this year met with positive reviews but was said to deliver only a "gentle bump" to subscriptions, according to a statement.
When international operations are taking into account, however, Netflix still lags far behind its broadcast competitor which claims 114 million subsribers versus 36 million for Netflix.
HBO is trialling an online subscription service based on the Netflix model in Europe.
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