Amazon and Apple are strengthening their collaboration in the streaming industry. Starting later this month, US users will be able to subscribe to Apple TV+ through Amazon’s Prime Video for $9.99 per month, Amazon announced on Wednesday. This move adds Apple TV+ to Prime Video’s extensive catalog of more than 100 subscription options, which already includes popular platforms like HBO Max, Paramount+, and Discovery+.
This partnership aligns with Amazon’s broader goal of offering an all-in-one streaming experience, enabling customers to manage multiple subscriptions under a single platform and billing system.
Mike Hopkins, Senior Vice President of Prime Video and Amazon MGM Studios, highlighted the convenience this brings to users. “We are proud to welcome Apple TV+ and its acclaimed shows, films, and events to Prime Video,” he said, emphasizing how this move will allow users to personalize their streaming experience within one app.
Apple TV+ has garnered a strong reputation for its original content, featuring popular series like “Ted Lasso,” “The Morning Show,” “Severance,” and “Shrinking.” The platform also offers exclusive films starring major Hollywood names such as Brad Pitt, George Clooney, Matt Damon, and Casey Affleck, alongside live broadcasts of Major League Soccer and Major League Baseball.
Despite its high-quality content, Apple TV+ has struggled with subscriber retention, experiencing a higher rate of cancellations compared to competitors like Netflix. Eddy Cue, Apple’s Senior Vice President of Services, expressed excitement about the new partnership, saying it will allow Apple’s award-winning series and films to reach a broader audience through Prime Video’s expansive user base.
Prime Video, which surpassed 200 million monthly viewers earlier this year, remains behind Netflix in total US viewing time. However, it continues to grow its portfolio of original content and live sports, including NFL’s “Thursday Night Football.”
By adding Apple TV+ to its subscription offerings, Amazon aims to enhance its content variety and strengthen its competitive position in the streaming market.
Apple TV+ will become available to Prime Video customers in late October, providing a seamless way to access Apple’s premium content alongside their existing subscriptions.
This news comes as Amazon recently secured a partial victory in a US antitrust lawsuit, with a judge dismissing some claims against the company. However, Amazon still faces scrutiny over allegations that its business practices stifle competition and limit consumer choice.
