May 7, 2018
Amazon Prime Video grew its subscriber base 11% in the United Kingdom in 2017, compared to 9% sub growth for rival Netflix, according to recent data from ratings firm Broadcasters’ Audience Research Board (BARB).
The firm said Prime Video ended the year with 4.3 million subs, compared to 8.1 million for Netflix. Prime Video ended 2016 with 3 million subs, compared to 6.5 million for Netflix.
Prime Video, which is included in the annual Prime membership, together with Netflix and Now TV accounted for 10.2 million combined subscribers – which trails multiplatform pay-TV operator Sky with 12 million subs.
Sky’s broadband-based Now TV has about 1.5 million subscribers.
Rick Broughton, analyst with Ampere Analysis in London, told The Guardian Prime Video has attracted subs by melding enhancements in ecommerce with upticks in original content spending on programs such as “The Grand Tour,” sports rights to ATP Tennis and future “Lord of the Rings” TV series.
“Amazon is making big strides to invest in content, but it is still not close to the extent of the Netflix originals slate and it doesn’t yet have the same brand perception for TV as Netflix does,” Broughton said. “If Amazon continue to invest at the rate they are … bundling it with the general attractiveness of Amazon Prime, there is a good chance they could catch up in the future.”