The problem with this is it isn't proof of much of anything. UV codes are a standard part of physical media purchases now. All that article means is 10 million people are redeeming their codes because... Why not, it's free. It does not mean that 10 million people were attracted to join the service nor that they are purchasing additional titles on it.
I agree with Patrick. I'm one of the 10 million, and I have never watched a UV and have no plans to purchase anything UV, or because of UV; but if it came with it free I redeeemed it.