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Prime Video

Prime Video, also marketed as Amazon Prime Video, is an American Internet video on demand service that is developed, owned, and operated by Amazon. It offers television shows and films for rent or purchase and Prime Video, a selection of Amazon Studios original content and licensed acquisitions included in the Amazon's Prime subscription. In the United Kingdom , United States , Germany , and many other territories, access to Prime Video is also available through a video-only membership, which does not require a full Prime subscription. In France and Italy, and other countries like Australia , Canada , India , etc. Prime Video content is only accessible through a dedicated Prime Video website. In some countries Prime Video additionally offers Amazon Channels, which allows viewers to subscribe to other suppliers' content, including HBO in the United States. Launched on September 7, 2006 as Amazon Unbox in the United States, the service grew with its expanding library, and added the Prime Video membership with the development of Prime. It was then renamed as Amazon Instant Video on Demand. After acquiring the local streaming and DVD-by-mail service LoveFilm in 2011, Prime Video was added to Prime in the United Kingdom, Germany and Austria in 2014, a move that angered some Prime UK members as the bundling was non-negotiable with a 61% increase in subscription fee. In the UK, Germany, and Austria, Prime Video has been available on a monthly subscription of £5.99 or €7.99 per month, continuing the plan of LoveFilm Instant. The service was previously available in Norway , Denmark and Sweden in 2012, but was discontinued in 2013. On April 18, 2016, Amazon split Prime Video from Amazon Prime in the US for $8.99 per month. The service also hosts Amazon Original content alongside titles on Video as well. On December 14, 2016, Prime Video launched worldwide (except for Mainland China, Cuba, Iran, North Korea, Syria) expanding its reach beyond the US, the UK, Germany, Austria, and Japan. Among the new territories, the service was included with Prime in Belgium, Canada , France , India , Italy, Spain , Poland , and Brazil , while for all other countries – for instance Bulgaria – it was made available for a monthly promotional price of $/€2.99 per month for the first six months and $/€5.99 per month thereafter.

video on demand dvd-by-mail lovefilm

1. History

1.1. Original Programming

The service debuted on September 7, 2006 as Amazon Unbox in the United States.[1] On September 4, 2008, the service was renamed Amazon Video on Demand.[2][3] As of August 2014 the service is no longer available for downloading purchased instant videos. On February 22, 2011, the service rebranded as Amazon Instant Video and added access to 5,000 movies and TV shows for Amazon Prime members.[4][5] On September 4, 2012, Amazon signed a deal with pay-TV channel Epix to feature movies on their streaming service, in a move to rival their competitor Netflix.[6] Additionally, in November 2013, Amazon premiered the comedies Alpha House and Betas, which are original series available exclusively online via the Prime Instant Video service. Amazon offered the first three episodes of both series at once for free, with each subsequent episode released weekly thereafter for Prime members.[7]

In February 2014, Amazon announced that the streaming service of its United Kingdom subsidiary LoveFilm would be folded into the Instant Video service on February 26, 2014.[8][9] In January 2015, Transparent became the first show produced by Amazon Studios to win a major award and the first series from a streaming video service to win the Golden Globe Award for Best Television Series – Musical or Comedy.[10]

In 2015, Amazon launched the Streaming Partners Program (now known as Amazon Channels), a platform allowing subscription-based third-party channels and streaming services to be offered to Amazon Prime subscribers through the Amazon Video platform. These services are separate from the Amazon Video offering, and must be purchased separately. The original launch in the U.S. included services such as Curiosity Stream, Lifetime Movie Club, AMC's Shudder, Showtime, Starz, and others.[11][12] The service subsequently added other partners, such as HBO and Cinemax, Fandor, PBS Kids, Seeso, Toku and Boomerang.[13]

On July 30, 2015, Amazon announced that they had hired Jeremy Clarkson, Richard Hammond, and James May to produce an untitled motoring show for Amazon Prime Video that would later be named The Grand Tour. Neither Jeff Bezos nor had stated how much Clarkson, Hammond, or May are being paid to produce the programme via their production company W. Chump & Sons, but Jeff Bezos stated that the deal was "very expensive, but worth it".[14] The budget for the show has not officially been announced, but Andy Wilman, the former executive producer of Top Gear stated that each episode would have a budget of around £4.5 million, nine times larger than Top Gear's budget.[15] Also in July, Amazon announced plans to expand the service into India.[16]

In September 2015 the word "Instant" was dropped from its title in the US, and it was renamed simply Amazon Video.[17] In November 2016, the Wall Street Journal reported that Amazon was pursuing streaming rights to U.S. professional sports leagues to further differentiate the service.[18][19][20]

Amazon announced in November 2016 that it planned to stream The Grand Tour globally, which led to speculation over whether the full Prime Video service would begin a wider international rollout to compete with Netflix.[21][22] On December 14, 2016, Prime Video expanded into 200 additional countries.[23]

In January 2017, Amazon announced Anime Strike, an anime focused Amazon Channels service.[24] In May 2017, Amazon Channels expanded into Germany and the UK; in the UK, the company reached deals to offer channels from Discovery Communications (including Eurosport), and live/on-demand content from ITV.[12][25]

In April 2017, Amazon began to make sports-related content acquisitions, first acquiring non-exclusive rights to stream portions of the NFL's Thursday Night Football games during the 2017 NFL season to Prime subscribers in a $50 million deal, replacing a previous deal with Twitter.[26] In August, Amazon acquired the British television rights to the ATP World Tour beginning 2019, replacing Sky Sports. The deal will run until 2023 and will exclusively show all masters 1000 events and 12 500 and 250 series tournaments. Amazon will be the third party pay TV provider for the ATP finals and starting in 2018 for Queens Club and Eastbourne tournaments.[27][28] The ATP announced a two-year deal in September for Amazon to stream the Next Generation ATP Finals.[29] In November it was announced that Amazon had acquired the British television rights to the US Open for five years from the 2018 edition, for a reported £30 million. Eurosport who owned the pan European rights extended their deal with the US Open but excluded the UK, which was ironic as Amazon had reached a deal with the broadcaster to stream their channels on their station.[30] The ATP additionally announced that Amazon in the US would screen the tennis channel, Tennis TV from 2018.[28]

On January 5, 2018, Amazon announced that Anime Strike and Heera (a second Channel devoted to Indian films and series) would be discontinued as separate services, and that their content would be merged into the main Prime Video library at no additional charge.[31]

In June 2018, it was announced that Amazon had secured the UK rights to broadcast 20 live Premier League football matches from the 2019–20 season on a three-year deal. This will be the first time that the league will be shown on a domestic live streaming service, as opposed to being shown exclusively on television.[32]

Amazon Studios owns global television adaptation rights to The Lord of the Rings, which will air on Prime Video.[33]

2. Information

2.1. Video Quality

Depending on the device, Amazon supports up to 4K (UHD) and High Dynamic Range (HDR) streaming. UHD/HDR rolled out with its original content.[34] Other titles support 1080p (HD) streaming with 5.1 Dolby Digital or Dolby Digital Plus audio, with Dolby Atmos coming soon to certain titles. For titles available for purchase (and not included in a customer's Amazon Prime subscription), the HD option is often offered at an additional price.

On March 18, 2020, Thierry Breton, a European commissioner in charge of digital policy of the European Union urged streaming services including Amazon Prime Video to limit their services. The request came as a result of the prevention of Europe's broadband networks from crashing as tens of millions of people start working from home, an outcome of the 2020 coronavirus pandemic. According to the EU, the streaming platforms should consider offering only standard definition, rather than high-definition, programs and users should be responsible for their data consumption.[35] On March 20, 2020, Amazon said that they have already begun the effort to reduce streaming bitrates while also maintaining a quality streaming, "We support the need for careful management of telecom services to ensure they can handle the increased internet demand with so many people now at home full-time due to COVID-19. Prime Video is working with local authorities and Internet Service Providers where needed to help mitigate any network congestion."[36]

2.2. Requirements

Prime Video is available worldwide (except for Mainland China, Iran, North Korea, and Syria).[37] Initially it was available only to residents of the United States, United Kingdom, Japan, Germany and Austria.[38][39]

The service supports online streaming via web player,[40] as well as apps on Amazon Fire-branded devices, and supported third-party mobile devices, digital media players (particularly Roku), video game consoles, and smart TVs. An Android TV app is also available, except it was initially exclusive to Sony Bravia smart TVs running Android TV, and Nvidia Shield.[41]

Amazon had historically withheld support for Apple TV and Google's Chromecast platform. In October 2015, the company banned the sale of these devices on its online marketplace because they do not support the Prime Video ecosystem. This led to critics arguing that Amazon was displaying protectionism against devices that could be deemed as undue competitors to its own Fire TV products.[42][43][44] However, in December 2017, Amazon released an Apple TV app for Prime Video,[45] and announced in April 2019 that it would add Chromecast support to the Prime Video mobile app and perform a wider release of Prime Video's Android TV app, This came as part of concessions to restore access to YouTube on Fire TV devices after a related feud with Google.[46]

2.3. Devices

Manufacturer Product Type Quality Notes Ref
Video Audio
Amazon Kindle Fire Tablet 1080p Up to Dolby Atmos support    
Fire Phone Smartphone 1080p N/A Discontinued on Amazon website  
Fire TV Digital media player Up to 4K Ultra HD Up to Dolby Digital 7.1 support   [47]
Fire TV Stick Up to 1080p
Apple iPhone Smartphone Up to 1080p N/A  
iPad Tablet Up to 4K Ultra HD Up to loudspeaker support [48]
Apple TV Digital media player Up to 4K Ultra HD Up to Dolby Digital 5.1, Dolby Atmos[49] Available on third generation models and newer, Dolby Digital 5.1 on fourth generation or newer, 4K HDR and Dolby Atmos on fifth generation. [50]
Google Android Mobile operating system Varies Application available on Google Play. Varies through device and version. [51]
LG 2010+ models Smart television Only select 2010 LG Smart TV and Blu-ray player models and up  
Nvidia Shield TV Digital media player Up to 4K Ultra HD      
Shield TV Pro Up to 4K Ultra HD      
Microsoft Xbox 360 Home video game console Up to 1080i Up to Dolby Digital 5.1 support May vary depending on console specifications and models  
Xbox One Up to 1080p Dolby Atmos support    
Xbox One S & X Up to 4K Ultra HD    
Nintendo Wii 480p N/A Support discontinued on January 31, 2019  
Wii U Up to 1080p 5.1 Linear PCM

Analog stereo

Roku Roku Digital media player Up to 1080p HDMI out   [53]
Roku 2 Up to 1080p
Roku LT Up to 720p
Roku 3 Up to 1080p
Roku 4 Up to 4K Ultra HD
Samsung 2010+ models Smart television Varies Only select 2010 Samsung Smart TV and Blu-ray player models and up  
Sony BRAVIA 2015+ Android TV Up to 4K Ultra HD Up to Dolby Digital 7.1   [54]
PlayStation 3 Home video game console Up to 1080p LCPM Dolby Digital 5.1 [55]
PlayStation 4 Up to 1080p LCPM Dolby Digital 7.1 [52]  
PlayStation 4 Pro Up to 4K Ultra HD LCPM Dolby Digital 7.1 [52]  
PlayStation Vita Handheld game console nHD Stereo    
PlayStation TV Microconsole HDMI out 2-channel LCPM  

3. Awards and Nominations

Year Association Category Nominee(s) Result
2017 Diversity in Media Awards Broadcaster of the Year Amazon Video UK Won


  1. " Launches Amazon Unbox(TM), a Digital Video Download Service with DVD-Quality Picture". Media Relations. 7 September 2006. 
  2. "Amazon Customers Can Now Instantly Watch Ad-Free Movies and TV Shows on Macs, PCs and Compatible Sony BRAVIA Televisions Starting Today on Amazon Video On Demand". 
  3. " Help: Amazon Instant Video". 
  4. Christina Warren (February 22, 2011). "HANDS ON: Amazon's Prime Instant Video". Mashable. Retrieved November 27, 2013. 
  5. "Amazon Prime Members Now Get Unlimited, Commercial-free, Instant Streaming of More Than 5,000 Movies and TV Shows at No Additional Cost". 
  6. "Amazon Adds Movies to Streaming Service in New Challenge to Netflix". September 4, 2012. 
  7. "Amazon's Original Series "Alpha House" Debuts Friday". The Motley Fool. Retrieved November 25, 2013. 
  8. Mark Sweney (February 21, 2014). "Amazon takes on Netflix with rebrand of LoveFilm video-on-demand service". The Guardian. Retrieved February 21, 2014. 
  9. Mance, Henry (February 21, 2014). "Amazon finds less passionate name for Lovefilm streaming service". Retrieved February 21, 2014. 
  10. "AMAZON.COM ANNOUNCES FOURTH QUARTER SALES UP 15% TO $29.33 BILLION" (XBRL). United Securities and Exchange Commission. January 29, 2015. 
  11. Lunden, Ingrid (December 8, 2015). "Amazon Makes A Bid For Cord Cutters, Adds Showtime, Starz And More Streaming Partners To Prime". TechCrunch. 
  12. Lunden, Ingrid (May 23, 2017). "Amazon expands Amazon Channels to UK, Germany, taking aim at pay-TV users". TechCrunch. 
  13. Spangler, Todd (2016-12-01). "HBO, Cinemax Now Available on Amazon Prime's Channels Program" (in en-US). Variety. 
  14. Hilary Osborne (August 16, 2015). "Amazon boss says Jeremy Clarkson's Top Gear follow-on show 'expensive but worth it'". The Guardian. Retrieved August 16, 2015. 
  15. "Jeremy Clarkson, Richard Hammond and James May's new Amazon Prime show has an absolutely insane budget". Archived on August 7, 2015. Error: If you specify |archivedate=, you must also specify |archiveurl=. Retrieved November 8, 2017. 
  16. Jayadevan PK; Pankaj Mishra (July 20, 2015). "Amazon readies $5 billion chest for bigger play in India, to launch subscription-based ecommerce services". Economic Times. Retrieved July 22, 2015. 
  17. Soper, Taylor (September 4, 2015). "Amazon drops 'Instant' from 'Instant Video,' streamlining its streaming brand". GeekWire. Retrieved September 5, 2015. 
  18. Spangler, Todd (November 21, 2016). "Amazon Wants Live-Streaming Sports Rights for Prime Video, but What Will It Really Be Able to Secure?". Variety. Retrieved November 23, 2016. 
  19. Shalini, Ramachandran (November 22, 2016). "Amazon Explores Possible Premium Sports Package With Prime Membership: Has held talks for live game rights with leagues including NBA, MLB, NFL and MLS". The Wall Street Journal. Retrieved November 23, 2016. 
  20. Crum, Rex (November 22, 2016). "Biz Break: Amazon's looking at adding live sports to Prime video service". San Jose Mercury News. Retrieved November 23, 2016. 
  21. Jon Russel (November 17, 2016). "Amazon Prime Video is finally going global to give Netflix some serious competition". Retrieved November 18, 2016. 
  22. Ingram, Matthew (November 18, 2016). "Amazon Is Gunning for Netflix With Global Launch of Prime Video". Fortune Magazine. 
  23. Natalie Jarvey (December 14, 2016). "Amazon Takes Video Streaming Service Global in Challenge to Netflix". Retrieved December 27, 2016. 
  24. Spangler, Todd (January 12, 2017). "Amazon Launches Anime Channel for $5 Per Month, Its First Branded Subscription Channel" (in en-US). Variety. 
  25. Sweney, Mark (2017-05-23). "Amazon steps up battle with Netflix and Sky by adding new UK channels" (in en-GB). The Guardian. ISSN 0261-3077. 
  26. Scott Soshnick (2017-04-17). "Amazon's NFL Deal Includes $30 Million in Free Marketing". 
  27. Sweney, Mark (2017-08-01). "Amazon outbids Sky to win exclusive ATP tour tennis rights" (in en-GB). The Guardian. ISSN 0261-3077. 
  28. "ATP And ATP Media Expand Partnership With Amazon Prime Video - ATP World Tour - Tennis". 
  29. "ATP And ATP Media Partner With Amazon Prime Video To Deliver Global Coverage Of The Next Gen ATP Finals - Next Gen ATP Finals". 
  30. Rumsby, Ben (November 15, 2017). "Amazon continues foray into tennis broadcasting with UK rights to US Open for next five years". 
  31. Liao, Shannon (2018-01-05). "Amazon closes Anime Strike and includes exclusive anime in Prime Video" (in en). 
  32. "Premier League TV rights: Amazon to show 20 matches a season from 2019-2022" (in en-GB). BBC News. 2018-06-07. 
  33. Sweney, Mark (November 21, 2017). "Amazon's $1bn bet on Lord of the Rings shows scale of its TV ambition". 
  34. Edwards, Luke (July 17, 2014). "Amazon is going 4K and bringing Prime Instant Video to Android". Pocket-lint. 
  35. "EU warns of broadband strain as millions work from home". Financial Times. San Francisco. Retrieved March 20, 2020. 
  36. "YouTube, Amazon and Netflix cut picture quality in Europe". Financial Times. Retrieved March 20, 2020. 
  37. "Amazon Prime Video Now Available in More Than 200 Countries and Territories Around the World". Retrieved December 14, 2016. 
  38. Patrick, Nick (December 3, 2014). "Where Can You Get Amazon Prime Video?". Stream Sidekick. 
  39. Filme und Serien kaufen, Retrieved June 29, 2016.
  40. "Supported Devices & Features". 
  41. Ramstad, Jordan (2019-04-18). "Prime Video Is Coming To Android TV, YouTube Returning To Fire TV" (in en). 
  42. "Amazon to Stop Selling Apple TV and Chromecast". The New York Times. Retrieved 2 October 2015. 
  43. "Amazon to Ban Sale of Apple, Google Video-Streaming Devices". Bloomberg News. October 1, 2015. Retrieved 1 October 2015. 
  44. "Amazon Is Banning Apple TV and Chromecast. And That's Gross". Wired. Retrieved 2 October 2015. 
  45. "Amazon Prime Video comes to Apple TV, finally". The Verge. 
  46. Welch, Chris (2019-04-18). "YouTube is finally coming back to Amazon's Fire TV devices". 
  47. "Amazon Fire TV". 
  48. Laura Owen (September 17, 2013). "Amazon's Instant Video iOS app now lets you stream to Apple TV via AirPlay". Retrieved November 27, 2013. 
  49. " Help: Amazon Video Device Features". 
  50. "Amazon Prime Video app rolling out to Apple TV App Store" (in en-US). 9to5Mac. 2017-12-06. 
  51. Sarah Perez (September 9, 2014). "Amazon Brings Prime Instant Video To All Android Phones In US, UK And Germany". 
  52. Lardinois, Frederic (May 29, 2012). "Amazon Instant Video Comes to Xbox 360". 
  53. Roku. "Roku - Streaming TV & Media Player". Roku. 
  54. "Sony Electronics Offers Extensive 4K Ultra HD Home Entertainment Solutions with New 2015 TV Lineup". 
  55. Buser, Jack (April 3, 2012). "PS3: The First Console to Offer Amazon Instant Video". Retrieved June 15, 2012. 
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