New research from Parks Associates has revealed 47% of US broadband households subscribe to Amazon Prime Video, making it second only to Netflix in terms of take-up of among subscription-based OTT video services in the US.
The international research firm will host the third annual Future of Video: OTT, Pay TV, and Digital Media, a virtual conference on December 14-16.
“The surge in online shopping during the COVID-19 crisis has greatly benefitted Amazon Prime Video, which utilises Amazon Prime as its main access point,” said Steve Nason, Research Director, Parks Associates. “Prime Video leads with its stable of originals plus a massive library of licensed titles, while others such as Disney+ and HBO Max have taken a broad-based aggregator approach by integrating content from its different properties into one unified offering.”
Nason cautions the slow migration of HBO subscribers to HBO Max underscores the importance of distribution strategies in addition to vast content libraries, which WarnerMedia hopes to remedy through its deal with Amazon.