Apple TV Plus will be integrated into Prime Video.
The subscription cost through Amazon will be the same as subscribing directly with Apple.
Amazon will incorporate Apple TV Plus into its Prime Video platform, a decision that could help revitalize the streaming service from the Cupertino company, which has faced challenges. This service will be available on Prime Video in the United States later this month as a monthly add-on for $9.99, the same price paid directly to Apple. The novelty is that Apple TV Plus will be promoted directly to Amazon's vast base of video subscribers.
Mike Hopkins, head of Prime Video, emphasized that "what we offer our channel partners is hundreds of millions of subscribers worldwide." He also mentioned that higher engagement rates are observed and that subscribers can be acquired for these businesses at very competitive rates. While Amazon receives a percentage of streaming subscription revenue purchased through its platform, the specific terms of this agreement have not been disclosed.
Although Apple TV Plus has been praised for its selection of series such as Severance, Ted Lasso, and Foundation, the service has struggled to compete with more established platforms like Prime Video, Netflix, Max, Disney Plus, and Hulu, which are currently the most subscribed in the United States. According to the streaming guide JustWatch, Paramount Plus surpassed Apple TV Plus in market share last quarter, and market research firm Antenna reports that Apple TV Plus has some of the highest subscription cancellation rates among streaming providers.
While having Apple TV Plus on Prime Video is not the same as offering all-in-one bundles like those from Comcast that include Netflix, Peacock, and Apple TV Plus, the intent is similar: to attract more customers and reduce cancellation rates, as audiences show fatigue over the growing number of subscriptions and apps to manage.
For Amazon, the inclusion of Apple TV Plus adds to the more than 100 streaming service add-ons already available through Prime Video Channels. This strategy is part of the company's plan to become a "first-look entertainment hub" globally, a goal that Apple had previously set for its Apple TV.
