The company is also planning to expand the number of titles it offers users, after securing an extra 拢5m in funding from the venture debt provider EVP, bringing its total to 拢15m. It currently offers more than 33,000 films, more than any other service in Europe.
Saul Klein, chief executive of Video Island, said that the majority of the 拢6m marketing push would be spent within the context of its partnerships, which include companies such as Boots, Currys and Times Newspapers.
The company, which also owns ScreenSelect, said it would look at testing other forms of above-the-line advertising, including television. It has already run some radio, outdoor and print advertising, created in house, but Klein said the focus would remain on performance-based advertising and partner marketing.
Further expansion could come from acquisitions, although Klein admitted that there was not that much in the market.
"I can't comment on it but having such a strong balance sheet makes it easier to look at acquisitions," Klein said.
Video Island will also continue with the white label service it provides for companies including Tesco, MSN and ITV -- a model it says it pioneered and which is now being imitated in the US by Wal-Mart and Netflix.
Ross Ahlgren, partner at EVP, said: "Video Island has established itself as the dominant player in this market and has forged ahead of its rivals both in terms of market share and innovative approach.
"We are excited to team up with some of Europe's premier VCs to support the continuation of Video Island's impressive development."
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