Apple and Amazon have struck a deal that will bring the Apple TV+ streaming service to Amazon’s Prime Video as an add-on subscription. Prime Video subscribers in the US will soon be able to access Apple TV+ content for an extra $9.99 per month, the same price as subscribing directly through Apple. The move could help Apple TV+ reach a wider audience, despite the cost being the same as subscribing directly through Apple.
By promoting Apple TV+ to Amazon’s extensive video subscriber base, Apple has the chance to increase its market presence. Prime Video chief Mike Hopkins announced the deal at the Bloomberg Screentime Conference on Wednesday evening.
Apple TV+ adds value to Prime
“Our companies do a lot of business together, and I want to thank Eddy Cue, who I know isn’t here tonight, but he and his team have done a great job with this deal, and we’re excited to get it going,” Hopkins said. Eddy Cue, Apple’s senior VP of services, added, “We want to make Apple TV+ and its award-winning library of series and films from the world’s greatest storytellers available to as many viewers as possible. We’re thrilled that Prime Video will now offer Apple TV+, giving viewers an incredible breadth of viewing options.”
Apple TV+ still remains a smaller streaming player in comparison to Amazon’s vast user base, which Hopkins indicated numbers in the “hundreds of millions.”
“I think having this engagement around the world with Prime members accessing Prime Video is a real great platform for other partners to be able to reach them, easy access to the subscriber base, one-stop shop, easy navigation, one-click subscription, right in one app,” Hopkins said.
“And I think that’s what’s attracting partners.”
Apple TV+ is known for series like Ted Lasso, Slow Horses, and The Morning Show, as well as films, and is also the global streaming home of Major League Soccer. While Prime Video has cut similar deals with other streaming services, the move is a significant departure in strategy for Apple, which has made Apple TV+ a key part of its Apple One bundle, alongside products like Apple Music, Apple News, and Apple Arcade. This move is seen as a new chapter for both companies in expanding their viewer bases and enhancing content accessibility for their customers.
