Amazon adds Apple TV+ as Prime Video subscription add-on

Amazon and Apple are strengthening their partnership in the streaming industry. Starting later this month, US users will be able to subscribe to Apple TV+ via Amazon’s Prime Video for $9.99 per month, Amazon announced on Wednesday.

This move adds Apple TV+ to Prime Video’s wide selection of more than 100 subscription options, which already includes platforms like HBO Max, Paramount+, and Discovery+.

This partnership is part of Amazon’s broader strategy to provide an all-in-one streaming experience for its customers, allowing them to manage multiple subscriptions through a single platform and billing system.

Mike Hopkins, Senior Vice President of Prime Video and Amazon MGM Studios, emphasized the goal of making it easier for customers to personalize their streaming experience within one app.

“We are proud to welcome Apple TV+ and its popular, critically acclaimed shows, films, and events to Prime Video,” he said.

Apple TV+ has built a reputation for producing high-quality original content such as “Ted Lasso,” “The Morning Show,” “Severance,” and “Shrinking.” It also offers exclusive films featuring top Hollywood talent like Brad Pitt, George Clooney, Matt Damon, and Casey Affleck, as well as live broadcasts of Major League Soccer and Major League Baseball.

Despite its impressive content lineup, Apple TV+ has struggled with subscriber retention, experiencing a high rate of cancellations compared to other major platforms like Netflix.

Eddy Cue, Apple’s Senior Vice President of Services, expressed enthusiasm for the deal, stating that Apple aims to make its award-winning series and films accessible to a broader audience through Prime Video’s extensive user base.

Amazon’s Prime Video, which surpassed 200 million monthly viewers earlier this year, trails Netflix in terms of total US viewing time but continues to grow its original content and live Sports offerings, including the NFL’s “Thursday Night Football.”

By adding Apple TV+ to its subscription lineup, Amazon hopes to expand its content options and enhance its comPetitive edge.

Apple TV+ will be available to Prime Video customers later in October, offering them a seamless way to access Apple’s premium content alongside their existing subscriptions.

Previously, Amazon achieved a partial win in a US antitrust lawsuit as a judge dismissed several accusations against the company.

Despite this, the tech giant will still undergo scrutiny for other charges, including allegations that its business practices restrict competition and reduce consumer options.