In the United States, Prime Video users will soon be able to access Apple TV+ content for an additional cost of $9.99 per month.
Amazon, with the introduction of Apple TV+ among its paid channels, aims to consolidate its position as a central hub for entertainment. The new option will allow Prime customers to access exclusive Apple series and films directly through the Prime Video interface. According to Mike Hopkins, head of Prime Video, Amazon’s strategy is to reach out “hundreds of millions of subscribers worldwide” and ensure an all-in-one platform for viewers.
An opportunity for Apple TV+
Apple TV+, despite being known for the quality of its series like Split, Ted Lasso, and Foundation, it has faced challenges competing with streaming giants like Netflix, Hulu, and Disney Plus. By integrating its content onto Prime Video, Apple may be able to reach a much larger audience and improve its metrics.
Currently, in fact, Apple TV+ is one of the platforms with the highest cancellation rates, and its position in the US market it has been overtaken by services like Paramount Plusaccording to the latest analyses.
For Amazon, Apple TV+ represents the latest of more than 100 channels it already offers via the Prime Video Channels feature. With the aim of becoming one “central destination for entertainment,” Amazon leverages its platform’s large audience to drive the growth of partner services. Interestingly, unlike other direct integrations such as Comcast’s which includes Apple TV+, this option on Prime Video does not change the price of Apple’s subscription.
It would be interesting if a similar opportunity were also extended to Italy, where Apple TV+ could find a new audience within the Amazon ecosystem, placing Apple productions alongside those of the caliber of The Lord of the Rings: The Rings of Power. Integration on Prime Video it could simplify subscription management and make Apple’s service more accessible to those who prefer to have all their entertainment in a single platform. Unified access to multiple services would represent a strategic choice for Amazon and a privileged access route for Apple towards a diversified Italian audience increasingly oriented towards digital entertainment.
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