Introduction
Amazon Prime Video, commonly referred to as Prime Video, is an American subscription-based video on-demand streaming television service that is owned by Amazon.
Amazon Prime Video stands out as a significant player in the streaming industry, as demonstrated by its extensive global user base of over 210 million individuals. The service generates considerable revenue, with an estimated $14 billion in 2023, and commands a substantial portion of the market, directly competing with other platforms such as Netflix. Its strategic approach involves considerable investment in content, approximately $18.9 billion in 2023, and emphasizes both original and licensed programming to attract and maintain subscribers as part of the larger Amazon Prime membership.
The era of watching series and films at any time, without advertisements and at minimal cost, has come to an end. As it has become evident that a sustainable business model does not support this promise, companies are increasingly acknowledging the importance of ad-supported video-on-demand (AVOD). Although Amazon is the latest among the largest streaming services to introduce an ad-supported tier for its Prime Video platform, it is on track to become the most widely used ad-supported video streaming service globally by the conclusion of 2025.
Editor’s Choice
- Amazon Prime Video was launched on September 7, 2006, under the name Amazon Unbox in the United States.
- Between 2023 and 2024, Prime Video experienced a growth of 10%, acquiring approximately 20 million new subscribers in that timeframe.
- Amazon Prime Video, recognized as the second-largest streaming service in the market, boasted 100.46 million subscribers in February 2020 and increased to 116.86 million subscribers by September.
- In 2024, 45% of subscribers indicated that exclusive original series such as The Boys and The Lord of the Rings were significant factors in their decision to subscribe.
- In 2023, global sales during Amazon Prime Day reached $12.9 billion.
- By 2024, it is anticipated that more than 180.1 million individuals in the U.S. will be members of Amazon Prime.
- In the previous month, the distribution of male and female users on primevideo.com was 57.52% and 42.48%, respectively.
- Traffic to the official Amazon Prime Video website is mainly driven by mobile devices, with 43.07% of visitors using mobile platforms, while desktop users account for 55.84% of total visits.
Historical Facts
- Amazon Prime Video was launched on September 7, 2006, under the name Amazon Unbox in the United States.
- On September 4, 2008, the service underwent a rebranding to Amazon Video on Demand.
- In July 2013, Prime Instant Video started streaming films from Miramax.
- In February 2014, Amazon revealed that it would integrate the streaming service of its UK subsidiary LoveFilm into the Instant Video service, effective February 26, 2014.
- On July 30, 2015, Amazon announced the hiring of Jeremy Clarkson, Richard Hammond, and James May to create an unnamed motoring show for Amazon Prime Video, which would later be titled The Grand Tour.
- In September 2015, the term “Instant” was removed from its title in the US, and it was rebranded as Amazon Video.
- In 2017, Amazon Studios acquired the global television adaptation rights to The Lord of the Rings, resulting in the production of The Lord of the Rings: The Rings of Power, which is available for streaming on Prime Video.
- On April 4, 2019, Amazon announced a collaboration with The Jim Henson Company to offer selected Henson programming on Prime Video.
- On May 26, 2021, it was formally declared that Amazon would buy MGM for $8.45 billion, subject to regulatory approvals and other customary closing conditions, while MGM would continue to operate as a label in conjunction with Amazon Studios and Amazon Prime Video.
General Amazon Prime Video Statistics and Facts
- Between 2023 and 2024, Prime Video experienced a growth of 10%, acquiring approximately 20 million new subscribers in that timeframe.
- In the first quarter of 2024, the series Fallout was viewed for 2.9 billion minutes within its initial five days, marking Prime Video’s most successful launch to date.
- Prime Video provides access to over 24,000 films and 2,100 television series. In 2024, it plans to invest USD 15 billion to develop additional original content for its audience.
- In 2023, Amazon generated USD 40.2 billion from its subscription services, including Prime Video.
- For the second quarter of 2024, Amazon’s subscription services produced USD 10.87 billion in revenue.
- According to Amazon Prime Video Statistics, approximately 39.08% of Prime Video users are female, while 60.92% are male, indicating a higher number of male subscribers.
- The typical Prime Video user engages with the platform for around 6 hours each week.
- Simultaneously, the Prime Video application has been downloaded over 500 million times on Android and is utilized by millions of iOS users.
- As of 2024, Prime Video has received 10 Emmy Awards and 5 Golden Globes, demonstrating the excellence of its original programming.
- The standard Amazon Prime Video subscription in the United States is priced at USD 8.99 per month, while the annual Prime membership is available for USD 139.
- By the end of 2024, it is anticipated that stolen and pirated subscriptions for Amazon Prime Video will result in losses for the global film industry ranging from USD 40 billion to USD 97.1 billion annually.
- By the end of the year, approximately 60% of households in the U.S. will have an active Amazon Prime subscription.
Amazon Prime Video Market Share
- According to statistics from Amazon Prime Video, in the final quarter of 2024, the most recent data surveys in the country indicated that Amazon Prime Video was recognized as the leading subscription video-on-demand (SVOD) service.
- This service captured 22% of the total market share in the United States, while Netflix followed closely with a 21% share.
- This ranking was determined by users’ preferences for adding particular content to their watch lists across different streaming platforms.
- The subscription streaming market has encountered significant financial challenges; while these services experienced a surge in subscriber growth in 2020 and 2021 due to restrictions on movement during the COVID-19 pandemic, the trend saw a reversal in 2022 and 2023, with Netflix and Disney+ being the notable losers.
- The major media corporations operating direct-to-consumer (DTC) streaming services have continued to incur losses, as evidenced by Disney’s 2023 report indicating a loss of 2.5 billion U.S. dollars from its streaming operations.
Amazon Prime Video Estimated Subscribers
- Amazon Prime Video, recognized as the second-largest streaming service in the market, boasted 100.46 million subscribers in February 2020 and increased to 116.86 million subscribers by September.
- Forecasts for Amazon Prime Video suggest that the subscriber count is expected to reach approximately 167.07 million by the year 2025.
- The platform’s expansion is anticipated to persist in the coming years, with projections indicating that the subscriber numbers may rise to 243.4 million in 2026, 250 million in 2027, 265 million in 2028, and 269 million in 2029.
- Disney+ has experienced rapid growth, primarily due to The Walt Disney Company’s acquisition of 21st Century Fox in 2018.
- This acquisition enabled Disney to gain control over Star India, which operates Hotstar, the leading streaming service in India. In 2020, Disney rebranded Hotstar as Disney+ Hotstar in both India and Indonesia, further enhancing its popularity.
- By 2026, the ongoing evolution of the platform is expected to expand into a considerable number of additional Asian countries.
Influencing Factors of Amazon Prime Video
- In 2024, 45% of subscribers indicated that exclusive original series such as The Boys and The Lord of the Rings were significant factors in their decision to subscribe.
- Amazon allocated USD 8 billion for original content in 2024, reflecting a 12% increase compared to 2023.
- In nations like India, 35% of new subscribers identified regional language content as the primary reason for their subscription.
- Amazon Prime Video introduced 150 new titles in regional languages across various global markets, resulting in a 14% growth in its user base in emerging markets.
- Approximately 32% of respondents in a survey mentioned that Prime Video’s pricing, when bundled with an Amazon Prime membership, was appealing.
- The 4K Ultra HD and HDR features of Prime Video attracted 28% of users seeking enhanced streaming quality in 2024.
- Live sports, including Thursday Night Football in the United States and the Premier League in Europe, played a role in a 10% increase in subscribers in regions with a strong interest in sports.
- Statistics from Amazon Prime Video reveal that nearly 15 million viewers in the U.S. watched Thursday Night Football via Prime Video during the 2023-2024 season.
- The option to download content for offline viewing swayed 25% of users to prefer Prime Video over its competitors.
- As of 2024, about 20% of Prime Video users frequently download shows for offline viewing.
- In 2024, 18% of users utilized Prime Video to rent or purchase the latest films that are not included with the Prime membership.
Amazon Prime Day Sales Statistics
- In 2023, global sales during Amazon Prime Day reached $12.9 billion.
- This represented an increase of $900 million, or 7.5%, compared to the $12 million in sales recorded in 2022.
- The sales generated by Amazon were noted to be the highest ever in 2023 and have shown a consistent upward trend since 2015.
- From 2015 to 2023, sales surged by 1333.33%, amounting to an increase of $12 billion.
- During the Prime Day sale in 2024, Amazon Prime members bought 300 million items.
- This marked a decline of 75 million items from the 375 million items purchased in 2023.
- The total number of items purchased by consumers in 2023 was the highest recorded over the years.
- Additionally, between 2018 and 2023, the number of items sold during Amazon Prime Day sales rose by 275 million.
Amazon Prime Video Revenue Statistics
- As of 2024, projections indicate that Amazon Prime Video is expected to exceed approximately USD 15.4 billion in revenue.
- In the preceding years, Amazon Prime Video experienced notable growth in 2023, achieving USD 13.3 billion, followed by 2022 with USD 11.1 billion, 2021 at USD 9.2 billion, and 2020 with USD 7.6 billion.
Amazon Prime Video Users Statistics
- By 2024, it is anticipated that more than 180.1 million individuals in the U.S. will be members of Amazon Prime.
- In 2023, the number of Amazon Prime users in the United States was approximately 174.9 million, an increase from 168.3 million in 2022.
- In the initial quarter of 2024, the total number of households in the United Kingdom that subscribed to Amazon Prime Video reached 13 million.
- Additionally, on a quarterly basis, the total number of Amazon Prime Video households for the fiscal year 2023 was as follows: Q1 (12,900), Q2 (12,600), Q3 (13,000), and Q4 (12,400).
- According to Amazon Prime Video Statistics, the total number of Prime Video viewers in Canada in 2024 is projected to be around 14.3 million, with an estimated increase to 14.7 million by the end of 2025.
Amazon Prime Video by Brand Profile Statistics
- By the conclusion of 2023, approximately 92% of video-on-demand users in the United States were familiar with Amazon Prime Video.
- Approximately 55% of video-on-demand users in the U.S. express a preference for Amazon Prime Video.
- In total, 54% of American video-on-demand users utilized the application to view movies and series.
- Roughly 48% of U.S. video-on-demand users indicate that they are likely to use Amazon Prime Video again.
- In June 2023, 40% of U.S. VOD users learned about Amazon Prime Video through media, social media, or advertisements.
Amazon Prime Video Website Traffic by Country
- As of September 2024, the total visits to primevideo.com reached 237.8 million, indicating a decline of 2.02% compared to the previous month, with a bounce rate of 43.94%.
- Data from Amazon Prime Video reveals that India contributed 14.92% to the overall traffic of the website, marking a decrease of 3.52%.
- At the same time, other countries contributed the following percentages to the total traffic: Brazil = 11.03% (-1.26%), Canada = 9.98% (+4.54%), Spain = 8.7% (-3.63%), and Italy = 8.27% (-9.9%).
- In total, other nations accounted for approximately 47.1% of the visitors to primevideo.com.
Amazon Prime Video Website Traffic by Demographics
- In the previous month, the distribution of male and female users on primevideo.com was 57.52% and 42.48%, respectively.
- According to Amazon Prime Video Statistics, the age group with the highest number of users is between 25 and 34 years old, accounting for 32.36%.
- Additionally, 74% of the users on Amazon Prime Video’s website fall within the 18 to 24 years age range.
- Conversely, 21.12% and 12.62% of users are in the 35 to 44 and 45 to 54 age brackets, respectively.
- Approximately 7.53% of users are aged between 55 and 64 years.
- Finally, nearly 4.63% of the user base of primevideo.com consists of individuals aged 65 years and older.
Amazon Prime Video Website Traffic by Device
- Traffic to the official Amazon Prime Video website is mainly driven by mobile devices, with 43.07% of visitors using mobile platforms, while desktop users account for 55.84% of total visits.
- Statistics for Amazon Prime Video further reveal that website users make up about 18.64% of India’s overall user base of 72.87 million, with 49.5% and 50.5% accessing the site through desktop and mobile devices, respectively.
- In Brazil, the website has recorded 48.82 million users, representing 11.21% of user traffic, with desktop and mobile users comprising 48.65% and 51.35%, respectively.
- Mexico and Spain each host approximately 31.52 million and 23.85 million users, with their website traffic being around 8.06% and 6.1%, respectively.
- Moreover, about 40.61% and 59.39% of users accessed primevideo.com through mobile devices in Mexico, while in Spain, approximately 62.26% accessed the website via desktops and 37.74% through mobile devices.
- Lastly, Italy had 22.61 million users on primevideo.com, representing a user share of 5.78%. Among these users, around 73.4% accessed the site via desktop, while 26.6% utilised mobile devices.
Amazon Prime Video Fun Facts
- Amazon Prime Video has undergone a rebranding from its previous name, “Amazon Instant Video.”
- This change coincides with its global expansion and the launch of distinctive features such as X-Ray, which provides access to behind-the-scenes information.
- In 2013, Prime Video became the inaugural streaming service to provide a download feature for offline viewing.
- Every time a film or show is paused, Prime Video’s X-Ray functionality presents a list of the actors featured in that particular scene.
- Prime Video allows users to personalise the appearance of subtitles on the screen.
- Additionally, Prime Video includes a “shuffle” feature that enables viewers to watch episodes of their preferred TV series in a random sequence.
- In 2021, Amazon revealed the introduction of Amazon Day Delivery.
Recent Developments
- In January 2024, Amazon Prime Video made the decision to discontinue original productions in both Southeast Asia and the Middle East and North Africa, as they redirected their focus towards European productions and licensing. A similar wave of layoffs occurred in the West and South Africa divisions a few months later, driven by intense competition with Showmax.
- In December 2024, Amazon Prime Video revealed substantial modifications to its operations in India aimed at improving customer satisfaction and adhering to local regulations. These changes encompassed some significant adjustments to its subscription model in India, leaving subscribers anxious about the implications for their streaming experience.
- In January 2024, Amazon launched advertisements on Prime Video, anticipating an increase in ad revenue from $433 million in 2024 to $806 million in 2025.
Amazon Prime Video Future Predictions
- In 2026, it is anticipated that Amazon Prime Video may experience potential increases in the pricing of Prime memberships, the introduction of advertisements into new markets, and a sustained extensive lineup of original programming and theatrical releases.
- Analysts foresee a possible rise in the Prime membership cost in 2026, with certain projections indicating an increase to $159.
- The upcoming content for 2025 and 2026 features significant films such as Project Hail Mary (March 2026) and Masters of the Universe (June 2026), along with other confirmed and expected projects like Fallout and Spider-Noir.
Conclusion
Amazon Prime Video stands as a significant global streaming platform, boasting 315 million monthly viewers and achieving a peak revenue of $14 billion in 2023. It ranks as the second-largest streaming service in the U.S. following Netflix and is available both as an independent service and as part of the broader Amazon Prime subscription, which has around 205 million members globally. The service is broadening its international presence, with the United States having the highest number of viewers, and it continues to make substantial investments in original programming and regional markets such as India to maintain a competitive edge.
