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Prime Numbers: Retail underpins Amazon's calculated play for the TV market

Our latest analysis of Amazon’s Prime business suggests that Amazon can use content to persuade customers to sign up, and offset the content costs against the extra amount which Prime customers spend on purchasing products. To cover a $1bn content bill Amazon would need to add just 7m-8m new Prime customers by Ampere’s estimates. But looking beyond the current content offer, we believe the recent launch of the Streaming Partner Program (SPP) in the US suggests Amazon is looking further, eyeing the international pay TV market.