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Amazon and Apple TV+ streaming powerplay: Prime Video aims to sway streaming landscape, challenging Netflix's dominance

Later this month, Apple TV+ will find its way into the Amazon Prime Video app as the service is about to expand in the US. It also announced on October 09 that rival Apple’s online video service will be offered as a channel on Prime Video for a fee of $9.99 a month.

This strategy has the potential to increase the profile of Apple TV+, a service that has performed well with critics, yet failed to compete with the likes of Netflix, Disney+, Amazon Prime Video, and others.

Apple TV+ is no exception, but the product itself was immediately branded “$9.99 Apple TV+” – a subscription on Apple devices that provides exclusive original series and films. Shows such as Ted Lasso, The Morning Show, and Severance earned fame among viewers that helped the platform gain 72 Emmy nominations.

However, even with these accomplishments, the case of the growing audience at Apple TV Plus has not been without problems. The market research company Antenna cites one of the highest attrition rates Netflix has, while Apple TV then estimates one of the highest.

For Apple, this possible association with Amazon may prove to be of utmost importance. Since HBO Max, Discovery+, Starz, Showtime, and Paramount+ all belong to the Prime Video streaming service, the viewers of Apple TV+ will no longer need to get away from their preferred platforms to access other content. This time, Apple TV+ subscribers can simply add this option to their Prime subscription and expect an upgraded package rather than a battle for a single screen.

They are stand-alone charging for distributing film advertising for the unbundled package. Besides, the integration of Apple TV into Prime Video is also advantageous for Amazon, as it enhances the position of Amazon as an all-inclusive streaming service. At a time when consumers are consuming more content in the streaming format, they are rapidly developing synergies in everything. They are in part able to do these additional offerings without changing their core niche. Consumers have gotten accustomed to the idea of renting rather than purchasing films.

While the range of available programming on Apple TV+ may not be as exhaustive as that of other similar platforms, this service has been able to create a niche by emphasizing quality over quantity. This arrangement should help mitigate some of the platform abuse as customers would find it more convenient to incorporate Apple TV+ within their normal viewing habits. Access to a large audience on Prime Video may also contribute to increasing the number of Apple TV subscriptions which will in turn enable more investment in original programming for the service.

For end users, this collaboration is one more step to the transformation of a rapidly changing and very competitive landscape. As these providers compete for subscribers in a market clamouring with content, being able to offer a single subscription that combines and simplifies many services might be the future of television. Customers of Apple TV+ will no longer have to subscribe to apps of competing companies as Apple TV+ streams the newest movies available on Prime Video as well as the app.

Eventually, this partnership is no exception in the context of industry-wide processes that are occurring, in which the help of streaming services is sought to remain oriented in the growing digital content alternative. When the streaming wars emerge, customers will gain more selection, better availability, and improved viewing patterns, with Prime Video becoming the center of what people do in their leisure time.