CANAL+ expands Amazon Fire TV integration across ten European markets

The expansion underscores the critical role of OS-level integration as streaming services move beyond mere app availability to seek deep-linked content discovery. For CANAL+, leveraging Amazon's 300 million device install base provides a high-efficiency funnel for subscriber acquisition in fragmented European markets. This move signals a tightening of the gatekeeper relationship between hardware manufacturers and content providers, as platforms shift focus toward retention through superior UX. Regional competitors like Sky or Viaplay may find it harder to defend market share as CANAL+ secures preferential visibility. Watch for whether CANAL+ introduces similar hardware-bundled trials in its Eastern European territories where Fire TV adoption is scaling.

The expansion follows several major moves by CANAL+ to consolidate its position as a primary European streaming aggregator. Per Variety (May 2026), the company has been aggressively pursuing its bid for MultiChoice, seeking to combine its European footprint with a dominant position in the African market to create a global powerhouse with over 50 million subscribers. This Amazon partnership aligns with that strategy, ensuring the group’s technical stack is optimized across both proprietary hardware and third-party operating systems like Fire TV and Google TV.

Amazon has also been refining its Fire TV strategy to become a more neutral platform for big-ticket broadcasters. According to an eMarketer report (April 2026), Fire TV’s share of the European CTV market grew by 12% year-over-year as it focused on localizing app ecosystems in secondary markets like Romania and Slovakia. Earlier in 2026, Amazon announced similar deeper integration updates with public broadcasters in Germany and Italy, indicating a standardized push to replace traditional set-top boxes with its own interface.

Furthermore, the competitive landscape for French domestic streaming remains highly concentrated. Per Les Echos (March 2026), CANAL+ currently holds a significant lead in the French premium market, but faces increasing pressure from Disney+ and Netflix, which have both introduced discounted ad-supported tiers. By bundling its premium sports and film offerings directly with Fire TV hardware, CANAL+ is attempting to bypass the rising friction of app-store choice and secure its role as the default entertainment hub for new smart TV owners.