Amazon is strategically promoting rival streaming services via its Prime Video channels to establish itself as the primary destination for online entertainment, outperforming competitors like Netflix and YouTube. Recent data from Antenna indicates that Prime Video channels contributed to 25% of US streamer sign-ups. At the recent Prime Video Engage event, Amazon leaders highlighted this impressive growth, noting partnerships with services like HBO Max and Apple TV+, while also acknowledging the need to attract holdouts like Peacock and Disney+.
Amazon's channels business scored two big coups when HBO Max rejoined in late 2022 after a hiatus and Apple TV+ came on for the first time in October.
Amazon presented data from Antenna, showing that sign-ups through Prime Video channels accounted for 25% of major US subscription streamer sign-ups in the first quarter.
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