Ampere Analytics estimates that the number of active users of Amazon Prime Video grew by 1.4 to 12.6 million subscribers last year. Competitor Netflix only grew by 300,000 to 9.6 million in the same period, reports German news magazine Der Spiegel.
In 2022, the gap is expected to widen further: The market researchers expect Amazon to have 13.8 million active customers in Germany by the end of this year, while Netflix will only have 10 million. Apart from Austria, Germany is currently the only market in Western Europe where Amazon is ahead of Netflix.
Amazon Prime Video is part of the online retailer’s Prime customer programme, which also includes free delivery of goods and a music service. However, Prime Video also offers more German-language titles than Netflix, says Ampere analyst Jaanika Juntson. In addition, the platform attracts customers with exclusive live sports broadcasts such as some matches of the Football Champions League, which Netflix has not reached so far with its focus on films and series.