Prime Video Expands Content Partnerships Across Europe and Beyond

Amazon’s Prime Video has made significant strides in expanding its content partnerships this week, establishing new agreements across Europe. On Wednesday, the streaming service announced partnerships with M6+ in France and RTVE in Spain, enhancing its offerings with additional programming in current affairs, sports, and entertainment at no extra cost for subscribers. The previous day, Prime Video revealed multiyear agreements to include HBO Max as an add-on subscription service in Italy, Germany, and Austria.

This week’s announcements come alongside a series of other notable channel launches. Prime Video has introduced ITV+ in the U.K., RTL+ in Germany, and Ligue 1+ in France and the U.K. Additionally, services like Viaplay in the Netherlands and SkyShowtime in Spain, Poland, and Sweden have joined the platform. Apple TV+ has also been made available across numerous regions, including Europe, the Middle East, Africa, Canada, Australia, New Zealand, Brazil, Mexico, Chile, and Colombia.

In a strategic shift, Andrew Bennett recently took on the role of Vice President of Prime Video Europe, having been promoted late last year to oversee partnerships, distribution, and strategy across the Europe, Middle East, and Africa (EMEA) and Latin America regions. In an interview with *The Hollywood Reporter*, Bennett discussed the motivations behind the recent flurry of partnerships and the mutual benefits they offer both Prime Video and its content providers.

Strategic Partnerships to Enhance Content Offerings

Bennett stated, “As a business, we are fully committed to the strategy of being a destination that aggregates our first-party SVOD service, third-party channels, and transactional video on demand (TVOD).” He emphasized that more partners are beginning to recognize the advantages of distributing content on Prime Video, leading to a shift away from traditional linear channels toward digital streaming solutions.

He highlighted the evolving relationship with HBO Max, which is leveraging its partnership with Prime Video to enhance its market presence in Italy, Germany, and beyond. “It sometimes takes time,” Bennett explained, noting the complexities involved in HBO Max’s distribution strategy and the success they have experienced in other markets, prompting the expansion into new territories.

The partnerships with M6+ and RTVE are particularly noteworthy. Bennett explained the value of offering free-to-air broadcasters’ programming to Prime Video customers, stating, “The kind of programming that a lot of the free-to-air partners have is really broad. It’s news, sports, reality, etc.” He pointed out that events like the FIFA World Cup and the Super Bowl, which will be available through M6+ in France, represent valuable content for customers.

Expanding Reach and Engagement

Bennett elaborated on the decision-making process regarding whether to offer content as an add-on or for free, stating, “They fit the mantra we have around aggregating as much as possible on behalf of customers.” He emphasized the importance of selection and the impact it has on customer experience. The recent HBO Max offerings include popular titles such as *The Last of Us* and *The White Lotus*, enhancing the diverse catalog available to subscribers.

Looking ahead, Bennett expressed enthusiasm for expanding Prime Video’s channels and content partnerships. Currently, TVOD is available in 25 countries, with plans to add at least the same number by 2026. While specific details are under wraps, he confirmed that new channels will be launched in several additional countries over the coming year.

The shift in distribution models reflects a broader trend among direct-to-consumer services. Bennett noted the fragmentation of third-party devices across various platforms and the necessity for content providers to reach a larger customer base. “If you’re a new streaming service, this is one of the few ways that you can actually truly get global distribution on every single device,” he said.

As Prime Video continues to grow its offerings, the ease of subscription and cancellation has been a crucial aspect of its appeal. Bennett highlighted the seamless purchasing process, which allows customers to sign up quickly using existing payment information. This user-friendly approach is designed to enhance engagement and subscriber growth for both Prime Video and its partners.

The conversation shifted towards the competitive landscape of streaming services. Bennett emphasized that Prime Video differentiates itself by not solely focusing on its first-party content. He stated, “We do have a first-party SVOD service with original and exclusive movies and TV shows. But then we have this fantastic marketplace offering where we have HBO Max coming, free-to-air channels coming, we have Apple TV+.”

He concluded by reiterating the importance of expanding Prime Video’s marketplace to provide customers with a comprehensive selection of content that goes beyond traditional streaming services. As the company looks to the future, it aims to continue building on these partnerships and enhancing the viewing experience for its subscribers.