The utopian vision of flowing is that one day there will only be a streamer to control them allA uniform platform that allows you to search, browse and look at everything over all different services in one place. It does not mean more to change apps, no more remember separate passwords for individual services and no guess which movie or show is on which platform.
Honestly, that’s what cable or satellite with a DVR was once in a while, or at least the good cable parts.
The problem is that some of the currents do not want to cooperate, and no single platform has universally emerged to unite everyone. Amazon Prime VideoBut do the case that, hey, maybe it should be us.
At an industry event such as Amazon was worth Wednesday, June 25 in Culver City, CA called Engage 2025, the research company Antenna presented Data from a study that Amazon ordered on total flow growth and the value of making subscription flow content available through third -party distribution. Prime video already has over 800 partner channels (now called “subscriptions” by Amazon), including other rival SVOD services and fast channels.
Another one was just announced to be launched yesterday, Jon Erwins Wonder ProjectWho will release season two of “House of David” to its subscribers early before other Prime Video subscribers can watch it.
But while Wonder Project and others as PBS are only available as a subscription via Prime Video, other streamers that are otherwise available directly through their respective apps are also available to subscribe via Prime Video, including HBO Max, Paramount+, Apple TV+, Crunchy roll and many others.
For the four specific services, the antenna modeled how many more incremental subscribers they have received by being available on Prime Video versus if they were not. Antenna found that streamers in aggregates saw another 5.6 million reports, an increase of 89 percent, which would not have occurred by main video channels.
Antenna built her model and came to that number by looking at what actually happened to HBO Max after it finished its distribution partnership with Prime Video 2021 but then came back in 2022. It first lost 5.1 million subscribers, since people who looked at HBO Max Shows through Prime did not immediately come to HBO Max directly. When HBO Max returned to Prime Video, the subscribers, with the service that received 3 million registrations during the first three months, did back on the platform. Antenna’s model project that was on Prime Video saved Apple TV+ another 1.5 million subs, crunchyroll another 0.4 million and paramount+ an additional 1.5 million.
Amazon presents all this information because it wants to be a stop shop for all streamers together, the better to get them to buy interactive ads during their show and movies. Amazon is in particular unique by its platform have AI who can discover What you see on the screen and suggest that you add that item directly to your Amazon cart. Synergy and what not.
But so far, each streamer’s strategy has been different for how they approach third party distribution. Paramount+ receives its subscriptions from all possible places, including directly via Paramount+ but also through Prime Video channels, Roku channel, Youtube TV, and as an extension via the app stores for Amazon Fire TV, Google Play, Roku and iTunes.
Peacock, as a comparison, is not on Prime video or channels through other platforms, but is something you can buy through different app stores. Apple TV+ has only added access via Prime VideoWhich makes it the only other place you can buy it if not directly (antenna estimates 9 percent of its total subscriptions come from Prime Video). And Netflix is purely direct-to-consumer, which means that the only way to look at Netflix content is to go directly to them.
So what does all this mean? Netflix and others like Disney+ will probably not start playing ball soon. Disney builds their own bundles To stay in their own ecosystem, and Netflix’s growth agent has been to licensing more things and also to look at live events to attract a new audience, but it has no interest in being home for platforms other than its own.
But it can lead to other services expanding its third party’s access over time, and it can affect all of these Individual streamers survive even in the long term.
