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Amazon Prime Video: A closer look at content

5 September 2025
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Although original programming is now cutting through—a validation of expansion in output—licensed content remains the backbone of Prime Video’s offering, c.80% of all viewing since March 2024.

Viewership of UK originals fluctuates significantly with reliance on standout titles, whereas US content, including high-volume dramas, maintains a steady audience.

Football coverage has been a draw for viewers: the Premier League, now lost, brought in older, male audiences. After an underwhelming initial phase of the last Champions League, Prime Video’s top pick of fixtures proved beneficial in the knockout round.

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  • Amazon Prime Video: From an add-on to a go-to

    6 August 2025

    Prime Video UK viewing has increased by 30% year-on-year. Although this growth is from a smaller base than its main rivals, it now matches Disney+ in total engagement.

    Viewing behaviour now reflects a service that is more than just an add-on: those who use it alongside Netflix do so for its breadth, particularly in film, whilst non-Netflix viewers are drawn to its major UK hits and football coverage.

    Supplementing consistent viewing to football and scripted box sets, its ability to attract mass audiences to its hit original shows now rivals some broadcasters.

    Access report

  • Amazon and Prime Video: Another marketplace to control

    5 May 2023

    Prime Video is a vital, freestanding component of Amazon’s sticky and fast-growing Prime subscription bundle—but it is also the key cog in the company’s overall video marketplace strategy

    With the Prime subscriber base and Fire TV operating system driving scale, Prime Video and the ad-supported Freevee guarantee traffic, foster competition and maintain quality—ensuring leverage to deal with suppliers

    However, the entertainment platform market is fiercely competitive and video is different from socks: content can’t be commoditised, meaning that Amazon must allow third-party brand building

    Access report