Amazon Prime Video is bringing Amazon Channels to the UK. The service, which has been available in the United States for quite some time, allows prime subscribers to add individual channel subscriptions to their Prime VOD service for a small monthly fee, without the need for a bundle or long-term subscription.
The move is aimed firmly at the so-called ‘cord-cutters’ who are opposed to paying for expensive long-term channel packages offered by pay providers such as Sky and Virgin Media. Amazon said their Channels service offers more content choice while maintaining convenience; allowing subscribers access these channels with only their Amazon log-ins and cancel said subscriptions at any time.
The UK launch of Amazon Channel has a number of content partners already lined up including Discovery, ITV Hub, NBCU’s reality VOD service hayu, MGM and Eurosport. More such partners are expected to join the program in the future. Notably, while ITV has signed up, the BBC, Channel 4 and Channel 5 are not signed up. Some of the content that will be available from these partners includes Gold Rush on Discovery, Keeping Up With The Kardashians on hayu, or The Hobbit on MGM.
“For the first time, Prime members in the UK and Germany will be able to choose to watch premium TV channels without having to sign up to a bundle or a contract, giving them the freedom to pay for only what they want to watch,” said Alex Green, MD, Europe, Amazon Channels. “From live sport to Bollywood, arthouse cinema to reality TV, and award-winning TV shows from popular channels like Discovery and ITV, Amazon Channels gives power back to customers to choose exactly what they want to watch.”