Almost Half of Broadband Households Subscribe to Amazon Prime Video

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New research shows that Amazon Prime Video is one of the top streaming choices for broadband households, second only to Netflix. Parks Associates reports 47% of US broadband households subscribe to Amazon Prime Video in addition to their broadband package.

‘The Big 3’ – Netflix, Amazon, and Hulu – have held on to their spots for some time now, with Netflix as the unrivaled winner when it comes to the most popular streaming service for both broadband households and cord cutters alike.

Amazon Prime Video’s continued growth can be attributed in part to the fact it’s connected to the Amazon shopping site.

“The surge in online shopping during the COVID-19 crisis has greatly benefitted Amazon Prime Video, which utilizes Amazon Prime as its main access point,” said Steve Nason, Research Director, Parks Associates. “Prime Video leads with its stable of originals plus a massive library of licensed titles, while others such as Disney+ and HBO Max have taken a broad-based aggregator approach by integrating content from its different properties into one unified offering. However, the slow migration of HBO subscribers to HBO Max underscores the importance of distribution strategies in addition to vast content libraries, which WarnerMedia hopes to remedy through its deal with Amazon.

Parks Associates will host the third annual Future of Video: OTT, Pay TV, and Digital Media, a virtual conference on December 14-16, featuring the session “Age of Video Aggregation,” with a visionary presentation from Amazon and a panel discussion with executives from Cinedigm, Kaltura, Reelgood, and TiVo.

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