"What we offer channel partners is hundreds of millions of subscribers around the world," said Prime Video head Mike Hopkins at Bloomberg's Screentime conference. "We see a lot more engagement, we're able to get subscribers for those businesses at a really attractive rate." This highlights Amazon's strategy to leverage its massive subscriber base to enhance offerings for channel partners like Apple TV Plus.
While Apple TV Plus has been praised for its roster of shows like Severance, Ted Lasso, and Foundation, the service has struggled to gain ground against Prime Video, Netflix, Max, Disney Plus, and Hulu. This context underscores the challenges that Apple TV Plus faces in the competitive streaming landscape.
Having Apple TV Plus available within Prime Video isn't quite the same as bundled deals like Comcast's all-in-one Netflix, Peacock, and Apple TV Plus offerings, but the goal is the same - to attract more customers and reduce cancellation rates as audiences grow weary of managing an ever-increasing number of subscriptions and apps.
For Amazon, Apple TV Plus joins over 100 streaming service add-ons already available through Prime Video Channels. It's all part of the company's plan to become a global 'first-stop entertainment hub' according to Hopkins, a goal that Apple once had for Apple TV.
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