The Apple TV+ add-on will launch in the US later this month, with a subscription fee of $9.99 per month. The pricing remains consistent with what consumers pay when subscribing to Apple TV+ directly through Apple. The difference lies in the added convenience of accessing Apple TV+ through the Amazon Prime Video app.
Prime Video subscribers will now be able to add Apple TV+ to their current subscriptions, making it easier to manage all their streaming services in one place.
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Starting later this month, Apple TV+ will be available as an add-on subscription through Amazon Prime Video in the US For a fee of $9.99 per month, users will be able to access Apple TV+’s exclusive library of award-winning content directly through their Prime Video account.
This makes Apple TV+ one of over 100 subscription services offered via Prime Video Channels, which already includes platforms like Warner Bros. Discovery’s Max, Paramount Global’s Paramount+, Crunchyroll and Amazon’s own MGM+.
The strategy behind this collaboration is to provide customers with a unified entertainment hub, where they can access a wide variety of streaming options without switching between multiple apps.
By offering Apple TV plus as an add-on, Prime Video enhances its offering by allowing users to manage their subscriptions, view content and pay for services in one place under a single billing relationship.
Mike Hopkins, Senior Vice President and Head of Prime Video and Amazon MGM Studios explained the intent behind the deal, stating that Prime Video is designed to be a “first-stop entertainment destination”.
Hopkins addressed that Prime Video’s goal is to make entertainment options as flexible and personalized as possible for its subscribers.
The partnership with Amazon is a move to increase the visibility and subscriber base of Apple TV+. Although Apple TV plus has received critical acclaim, it has lagged behind its competitors in terms of overall viewership numbers particularly when compared to Netflix, Disney+ and Prime Video itself.
According to Nielsen, as of August 2024 Netflix captured a 7.9% share of total US TV time, while Prime Video accounted for 3.1%. Apple TV+ is not listed among the top platforms in these metrics.
By joining forces with Amazon, Apple TV+ now has access to Prime Video’s massive user base, which according to Amazon CEO Andy Jassy surpassed 200 million monthly viewers.
Eddy Cue, Apple’s Senior Vice President of Services reiterated this during the announcement, addressing Apple’s goal to make Apple TV plus accessible to as many viewers as possible, leveraging the Prime Video platform as an additional outlet for growth.
With this add-on, Prime Video users will gain access to Apple TV+’s entire catalog of award-winning content including popular series such as Ted Lasso, The Morning Show, Severance and Slow Horses.
Subscribers will also be able to enjoy Apple’s collection of original films such as Wolfs and sports programming like Major League Soccer and Major League Baseball games.
Apple TV+ has struggled to keep up with major players like Netflix, Disney+ and Prime Video. By partnering with Amazon, Apple gains access to Prime Video’s hundreds of millions of users.
Apple TV plus has been one of the smaller players in the streaming market even falling behind services like Paramount+ in terms of market share. This increases its visibility and reduce its high subscription cancellation rate.
As Apple Senior VP of Services Eddy Cue stated, the goal is to “make Apple TV+ and its award-winning library of series and films from the world’s greatest storytellers available to as many viewers as possible.”
Prime Video already offers more than 100 add-on subscription options such as Max, Paramount+, AMC+ and Starz.
Prime Video chief Mike Hopkins highlighted the importance of this deal, stating that Apple TV+’s inclusion in Prime Video will offer easy access to the subscriber base, one-stop shopping, easy navigation, and one-click subscription for users.
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With this add-on, Prime Video users will have access to a wide array of Apple TV+’s original and exclusive content, which includes:
Critically Acclaimed Series:
- Ted Lasso
- Severance
- Slow Horses
- The Morning Show
- Presumed Innocent
- Shrinking
- Hijack
- Loot
- Palm Royale
Upcoming Feature Films:
- Wolfs
- The Instigators
Major League Baseball’s Friday Night Baseball, a weekly double-header produced by MLB Network in partnership with Apple.
With over 516 wins and 2,308 nominations across prestigious award shows like the Emmys and Oscars, Apple TV+ has carved a niche for itself as a producer of premium original content.
Apple TV plus has struggled with subscriber retention especially compared to its larger competitors. According to Antenna, a market research firm, Apple TV+ faces one of the highest cancellation rates among streaming platforms.
By integrating into Prime Video, Apple TV+ could reduce churn and increase its subscriber count by reaching Prime Video’s global audience, who now have the convenience of subscribing within their existing accounts.
As mentioned earlier, Prime Video already offers over 100 subscription add-ons ranging from major streaming services to niche platforms like Crunchyroll for anime fans.
Adding Apple TV+ strengthens Prime Video’s proposition as an entertainment hub, helping it compete against the likes of Netflix and Disney+.
Prime Video’s status as a part of the Amazon Prime membership bundle, which costs $139 per year or $14.99 per month makes it a value-driven option for customers.
Prime Video can also be accessed as a standalone service for $8.99 per month.
Original series like The Lord of the Rings: The Rings of Power, Reacher and The Boys have drawn attention and viewership.
Additionally, Prime Video offers live sports such as NFL Thursday Night Football, WNBA and NWSL games.
In January, Prime Video began incorporating ads in its programming by default, though users can opt for an ad-free experience for an additional $2.99 per month.
While this has been a move leading to lawsuits, Amazon remains focused on delivering choice and flexibility to its users.
For those subscribing to Apple TV+, they will likely enjoy an ad-free experience, given that Apple TV+ is known for its premium, ad-free service model.
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