Amazon Prime Video Channels is emerging as a crucial growth driver for subscription video-on-demand (SVOD) services, particularly for niche markets. Presented at the “Engage Summit 2025” in Culver City, California, research from Antenna indicated that SVOD platforms can gain an average of 5.6 million additional subscribers through Amazon’s marketplace. Notably, these Channels accounted for 25% of U.S. SVOD signups in Q1. Historical data shows that HBO Max lost 5.1 million subscribers when it exited Amazon in 2021 but regained 3 million customers after re-entering in late 2022. Furthermore, Apple TV+ secured 25% of its customers via Amazon after joining the Channels. However, participating SVOD operators typically share around 30% of their revenue with Amazon. As the bundling trend grows, services like Starz and Hallmark Plus are collaborating to offer discounted combined subscriptions through Prime Video Channels, highlighting the marketplace’s influence on subscription growth.
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