Amazon Prime Video reaches 150 million Prime subscribers worldwide
This article analyzes Amazon Prime Video's position in the streaming wars, highlighting its distinct strategy of bundling with Amazon Prime's free shipping to amass over 150 million subscribers worldwide by Q4 2019. It emphasizes that Prime Video operates as a marketing tool for Amazon's broader retail business, rather than requiring standalone profitability like competitors such as Netflix. The article contrasts Amazon's quiet approach with the more visible strategies of Netflix, Disney+, and Apple TV+, noting Amazon's vast data on consumer shopping habits as a key differentiator.
Key Takeaways
- Jeff Bezos said Amazon Prime, including Prime Video, had more than 150 million subscribers worldwide by Q4 2019.
- That total was up from 100 million one year earlier, while Hulu was cited at about 30 million paid subscribers.
- Prime Video is bundled with Amazon Prime’s $119 annual shipping membership, so customers receive it without a separate sign-up.
- Amazon reports no separate Prime Video subscriber numbers, unlike Netflix, Disney+, Apple TV+, and Hulu.
- The article says Prime Video functions as a marketing line item for Amazon retail, not a service that must be profitable on its own.
Why It Matters
Amazon’s streaming business matters immediately because Prime Video is already embedded in a 150 million-subscriber Prime bundle, giving it reach without the friction of a separate monthly sign-up. The competitive angle is that Netflix, Disney+, Apple TV+, and Hulu are judged on subscriber counts and viewership, while Amazon plays by a different report card tied to shopping and retention. The next signal to watch is whether Amazon continues to avoid separate Prime Video disclosure while using its content spend and data on shopping habits to support the broader Prime ecosystem.
Read full article at forbes.com
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