British Telecom Incorporates Amazon Prime Video

Taking a page from Netflix’s playbook, British Telecommunications Company (BT) has inked the first U.K. pay-TV deal with Amazon affording its subscribers direct-access to Prime Video.

Netflix since 2013 has gradually incorporated its service to pay-TV operators with an embedded app that affords users direct-access to the SVOD pioneer with a separate subscription.

London-based BT said the agreement enables subs to stream Amazon original content such as “The Grand Tour,” “The Marvelous Mrs. Maisel,” the U.S. Open Tennis Championship, and Premier League soccer matches.

“Our ambition is to offer an unrivalled choice of TV content for our customers by partnering with the very best providers and, with Prime Video joining a brilliant line-up including BT Sport, Netflix, Now TV, BBC iPlayer,” Tony Singh, content and business development director at BT, said in a statement.

The Prime Video app is included in BT TV set-top boxes, with existing subs receiving the app upgrade beginning June 21.

“We’re delighted to add to that range of devices with Prime Video now available to access via BT TV set top boxes – we think customers are going to love the opportunity to stream their favorite Prime Original shows and Prime exclusive sports on the device,” said Brett Ballbach, business development director for Prime Video Europe.