Amazon seems to be profiting from its sports rights. Something to keep an eye open for in the future - there could be some surprises further down the line.
Amazon’s increased interest in sports rights has been rewarded with a rise in the number of Amazon Prime Video subscribers.
Kantar’s Entertainment on Demand barometer says that during Q4 an additional 1.3 million UK households took out a new video streaming subscription with almost half of these going to Amazon.
Subsequently, Amazon has been added to the Sky Q platform and can be expected to add further subscriptions in the first quarter of the new year.
In addition to increasing overall Prime membership, now at 53% of UK households, Amazon also saw an increase in the proportion of Prime members using Prime Video, rising to 62.6% up from 60.5% the previous quarter.
The combination of Premier League football, international rugby and tennis was the carrot for more than 1 in 4 new subscribers over the quarter. The Boys continues to perform well for Amazon, showing as the number 4 most enjoyed SVOD title during Q4.