Amazon is set to further blur the boundaries between traditional TV and streaming with the launch of its own linear TV channel.
The new channel, named Prime, will launch on 17 April 2025, exclusively for Prime Video members in Germany and Austria, Christoph Schneider, Country Director of Prime Video Deutschland, told German industry publication DWDL.
This marks Amazon’s latest move to streamline and enhance its vast streaming ecosystem, making content more accessible to those who prefer linear programming.
Prime Video in Germany has evolved into a comprehensive streaming hub, offering a mix of Subscription Video-on-Demand (SVOD), Ad-Supported Video-on-Demand (AVOD), Transactional Video-on-Demand (TVOD) as well as live TV that includes the public broadcasters. Recognising that the sheer variety of content can sometimes be overwhelming for viewers, the new linear channel Prime aims to serve as a curated window into Amazon’s expansive catalogue.
According to Schneider, the linear channel is designed to facilitate content discovery, particularly for users accustomed to traditional TV viewing. “We want to offer an easy entry point into our Prime Video universe,” he said.
To kick off its programming, Prime will premiere the first two episodes of the latest season of the hit comedy series LOL: Last One Laughing at 20:15 CEST on launch day. The channel will feature a mix of exclusive Prime Video originals, popular international productions and live sports.
Some of the major titles slated for Prime’s schedule include Reacher, The Lord of the Rings: The Rings of Power, Fallout, Culpa Mia, Maxton Hall and Perfekt verpasst featuring Anke Engelke and Bastian Pastewka
Live sports will also play a significant role in the channel’s offerings. UEFA Champions League matches will be available for German viewers, while Wimbledon tennis will be shown for audiences in both Germany and Austria. This differentiates Prime from the often monothematic FAST Channels with archive material, stressed Schneider.
A notable aspect of Prime is its advertising model. Unlike traditional free-to-air TV, Amazon aims to keep ad interruptions minimal. Schneider emphasised that while there will be commercial breaks, they will be “shorter and less frequent” compared to traditional television. This initiative aligns with Amazon’s broader strategy of integrating advertising into its streaming services, offering advertisers a familiar TV-style booking model while ensuring a smoother experience for viewers.
Schneider also said that Amazon aims to open Prime for measurement of is viewership, allowing advertisers to assess its performance and compare it with classic TV channels.
