On Wednesday, Amazon announced that Apple TV+ will be integrated into Prime Video as a channel later this month in the US, priced at $9.99 per month.
This marks a strategic move to enhance Apple’s presence in the highly competitive streaming market, where it has lagged behind key rivals like Netflix, Disney+, and Amazon’s own Prime Video.
Apple TV+, which launched in 2019, has struggled to gain the same level of traction as these platforms, even though it offers critically acclaimed original content.
Apple TV+ is known for popular series such as Ted Lasso, The Morning Show, and Severance, focusing primarily on producing exclusive in-house content. This approach has earned the service significant recognition, including 72 Emmy Award nominations.
Despite the critical success, however, Apple TV+ faces challenges with subscriber retention.
Market research firm Antenna, reports that it has one of the highest cancellation rates among major streaming services, while Netflix boasts the lowest.
By adding Apple TV+ to Prime Video, Amazon continues to expand its ecosystem of third-party channels.
Prime Video subscribers already have the option to add several other streaming services like HBO Max, Discovery+, Starz, Showtime, and Paramount+.
This partnership is expected to provide Apple with broader exposure, as it taps into Prime Video’s extensive user base, while offering Prime subscribers more content flexibility and convenience.
Faridah Abdulkadiri
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