Amazon Prime Video
Amazon's streaming service included with Prime membership, known for prestige originals and sports rights.
Definition
Amazon Prime Video is Amazon's video streaming service, included with Amazon Prime membership and available standalone. The platform combines a vast licensed library with Amazon Originals including acclaimed series like The Marvelous Mrs. Maisel, Fleabag, and The Lord of the Rings: The Rings of Power.
Prime Video has invested heavily in live sports rights, including NFL Thursday Night Football in the US. The platform's global reach and Amazon's retail integration create unique content discovery and merchandising opportunities.
Why It Matters
Prime Video's integration with Amazon's ecosystem creates unique opportunities for merchandise tie-ins, watch party features, and X-Ray trivia overlays. Content creators can leverage these features for enhanced viewer engagement.
The platform's substantial content budgets - including the reported $1 billion Rings of Power investment - demonstrate commitment to competing for prestige content.
Examples in Practice
Amazon's NFL deal brought live sports to streaming at scale, attracting advertisers seeking premium live viewing environments unavailable in on-demand content.
The platform's X-Ray feature provides scene-by-scene cast and music information, creating opportunities for soundtrack promotion and talent discovery.
Freevee (Amazon's free ad-supported tier) extends reach beyond Prime subscribers while building advertising revenue.