History of Amazon Prime Video in Timeline
Amazon Prime Video is a subscription-based streaming service owned by Amazon, offering a wide array of films and television series. It features content produced by Amazon MGM Studios (Amazon Originals), licensed content, add-ons, live sports, and rental/purchase options. Prime Video is available as a standalone service or bundled with an Amazon Prime subscription, providing users with diverse entertainment options.
September 7, 2006: Amazon Unbox Launch
On September 7, 2006, Amazon launched Amazon Unbox in the United States, marking the beginning of its streaming service.
September 4, 2008: Renamed Amazon Video on Demand
On September 4, 2008, Amazon Unbox was renamed Amazon Video on Demand.
February 22, 2011: Rebranded as Amazon Instant Video
On February 22, 2011, the service rebranded as Amazon Instant Video and added access to 5,000 movies and TV shows for Amazon Prime members.
2011: Acquisition of LoveFilm
In 2011, Amazon acquired LoveFilm, a UK-based streaming and DVD-by-mail service.
February 8, 2012: Deal with Viacom
On February 8, 2012, Amazon signed a deal with Viacom to add shows from MTV, Nickelodeon, Comedy Central, TV Land, VH1, CMT, Spike, BET, and Logo TV to Prime Instant Video.
September 4, 2012: Deal with Epix
On September 4, 2012, Amazon signed a deal with pay-TV channel Epix (now known as MGM+) to feature movies on their streaming service.
2012: Service Available in Scandinavia
In 2012, the service became available in Norway, Denmark, and Sweden.
November 2013: Premiere of Alpha House and Betas
In November 2013, Amazon premiered the comedies Alpha House and Betas, which are original series available exclusively online via the Prime Instant Video service.
2013: Service Discontinued in Scandinavia
In 2013, the service was discontinued in Norway, Denmark, and Sweden.
February 2014: LoveFilm Streaming Service Folded into Instant Video Service
In February 2014, Amazon announced that the streaming service of its UK subsidiary LoveFilm would be folded into the Instant Video service on February 26, 2014.
February 26, 2014: LoveFilm Folded into Instant Video Service
On February 26, 2014, Amazon announced that the streaming service of its UK subsidiary LoveFilm would be folded into the Instant Video service.
August 2014: Downloading Purchased Instant Videos Discontinued
As of August 2014, the service is no longer available for downloading purchased instant videos.
January 2015: Transparent Wins Golden Globe
In January 2015, Transparent became the first show produced by Amazon Studios to win a major award and the first series from a streaming video service to win the Golden Globe Award for Best Television Series – Musical or Comedy.
July 30, 2015: Hiring of Clarkson, Hammond, and May
On July 30, 2015, Amazon announced that they had hired Jeremy Clarkson, Richard Hammond, and James May to produce an untitled motoring show for Amazon Prime Video that would later be named The Grand Tour. Also in July, Amazon announced plans to expand the service to India.
September 2015: Renamed Amazon Video
In September 2015, the word "Instant" was dropped from its title in the US, and it was renamed simply Amazon Video.
2015: Launched Streaming Partners Program
In 2015, Amazon launched the Streaming Partners Program (now known as Amazon Channels), a platform allowing subscription-based third-party channels to be offered to Amazon Prime subscribers through the Amazon Video platform.
April 18, 2016: Prime Video Split from Amazon Prime
On April 18, 2016, Amazon split Prime Video from Amazon Prime in the US, offering it as a standalone service for $8.99 per month.
November 2016: Global Streaming Plans for The Grand Tour
In November 2016, Amazon announced that it planned to stream The Grand Tour globally, which led to speculation over whether the full Prime Video service would begin a wider international rollout to compete with Netflix.
November 2016: Pursuit of Sports Streaming Rights
In November 2016, the Wall Street Journal reported that Amazon was pursuing streaming rights to U.S. professional sports leagues to further differentiate the service.
January 2017: Launch of Anime Strike
In January 2017, Amazon announced Anime Strike, an anime focused Amazon Channels service.
April 2017: Acquisition of NFL Streaming Rights
In April 2017, Amazon began to make sports-related content acquisitions, first acquiring non-exclusive rights to stream portions of the NFL's Thursday Night Football games during the 2017 NFL season to Prime subscribers in the United States as part of a $50 million deal.
May 2017: Amazon Channels Expanded into Germany and the UK
In May 2017, Amazon Channels expanded into Germany and the UK; in the UK, the company reached deals to offer channels from Discovery Communications (including Eurosport), and live/on-demand content from ITV.
December 2017: Release of Apple TV App
In December 2017, Amazon released an Apple TV app for Prime Video.
June 2018: Secured UK Rights to Premier League Football Matches
In June 2018, it was announced that Amazon had secured the UK rights to broadcast 20 live Premier League football matches from the 2019–20 season on a three-year deal.
2018: Acquisition of British Television Rights to the US Open
In 2018 it was announced that Amazon had acquired the British television rights to the US Open for five years from the 2018 edition, for a reported £30 million.
April 2019: Chromecast Support Added
In April 2019, Amazon announced that it would add Chromecast support to the Prime Video mobile app and perform a wider release of Prime Video's Android TV app.
2019: Acquisition of British Television Rights to the ATP World Tour
In 2019, Amazon acquired the British television rights to the ATP World Tour, replacing Sky Sports.
2019: Broadcast of Premier League Football Matches
In 2019, Amazon began broadcasting 20 live Premier League football matches from the 2019-20 season on a three-year deal.
March 18, 2020: EU urges streaming services to limit services
On March 18, 2020, a European commissioner urged streaming services like Amazon Prime Video to limit their services to prevent Europe's broadband networks from crashing due to increased remote work during the COVID-19 pandemic.
March 20, 2020: Amazon responds to EU request to limit services
On March 20, 2020, Amazon announced that they had begun reducing streaming bitrates to maintain quality streaming while supporting the need for careful management of telecom services during the COVID-19 pandemic.
April 2020: Amazon and Apple form in-app payment deal
In April 2020, Amazon and Apple reached an agreement allowing Amazon to process in-app payments on the Prime Video iOS app, bypassing Apple's standard in-app purchase system for users with existing Prime subscriptions.
July 2020: Chromecast Support Delivered
In July 2020, Amazon delivered Chromecast support to the Prime Video mobile app and performed a wider release of Prime Video's Android TV app.
2020: Expansion to Latin America
In 2020, Prime Video expanded its marketing campaigns and local productions to Latin America with El Presidente (Chile & Colombia), La Jauría (Chile), and Súbete a mi moto.
March 18, 2021: Renewal of Thursday Night Football Deal
On March 18, 2021, Prime Video announced that they have renewed their deal to and will be the exclusive broadcaster of Thursday Night Football between the 2022 and 2033 seasons in the United States.
May 17, 2021: Amazon Enters Negotiations to Acquire MGM
On May 17, 2021, parent company Amazon entered negotiations to acquire Hollywood studio Metro-Goldwyn-Mayer (MGM).
May 26, 2021: Announcement of MGM Acquisition
On May 26, 2021, it was officially announced that Amazon would acquire MGM for $8.45 billion, subject to regulatory approvals and other routine closing conditions.
July 2021: Deal with Universal Pictures
In July 2021, Amazon and Universal Pictures reached a multi-year deal to bring Universal's films to Prime Video, as well as IMDb TV (now Amazon Freevee).
February 9, 2022: Deal with Shepperton Studios
On February 9, 2022, Amazon signed a long-term deal with the Shepperton Studios for exclusive use of new production facilities.
March 2022: Epix Becomes MGM+
In March 2022, pay-TV channel Epix, which Amazon partnered with in 2012, was rebranded as MGM+ and owned by Amazon.
March 17, 2022: MGM Acquisition Closed
On March 17, 2022, the deal to acquire MGM was closed after receiving all governmental approvals.
May 2022: Amazon removes in-app purchase ability
In May 2022, Amazon removed the ability for iOS and Android users to make in-app purchases on several digital storefronts, including Kindle, Audible and Music apps, due to disagreements over transaction fees.
July 1, 2022: Deal with UEFA Champions League
On July 1, 2022, Amazon announced a deal with UEFA Champions League football. Prime Video will air 17 games for the 2024–25 season in the United Kingdom.
October 20, 2022: Acquired Rights to Broadcast NBA in Brazil
On October 20, 2022, Prime Video acquired the rights to broadcast NBA during the 2022–23 season in Brazil.
November 9, 2022: Launch of Sports Talk Shows
On November 9, 2022, Prime Video launched seven sports talk shows from 8 AM to 8 PM, airing Monday through Friday.
2022: Exclusive Broadcaster of Thursday Night Football
In 2022, Prime Video became the exclusive broadcaster of Thursday Night Football between the 2022 and 2033 seasons in the United States.
2023: Added support for paying Amazon Prime subscription fees with Amazon Gift Card balance
As of 2023, some countries (such as France, Italy, Spain, Mexico, Canada, Netherlands, Saudi Arabia, Luxembourg, Portugal) have added support for paying Amazon Prime subscription fees with Amazon Gift Card balance; however this does not apply to content add-ons such as Prime Video Channels.
2023: End of ATP World Tour Deal
In 2023, the British television rights deal to the ATP World Tour with Sky Sports will end.
January 2024: Introduction of Advertisements
At the end of January 2024, Prime Video began featuring "limited" advertisements. Avoiding them would cost an additional $2.99 per month.
January 2024: Cut Original Productions for Southeast Asia and Middle East and North Africa
In January 2024, they decided to cut the original productions for both Southeast Asia and Middle East and North Africa as they shifted on European productions and even licensing.
October 1, 2024: Amazon Joins Motion Picture Association (MPA)
On October 1, 2024, Amazon, through Amazon MGM Studios and Prime Video, joined the Motion Picture Association (MPA).
December 2024: Changes to Operations in India
In December 2024, Amazon Prime Video announced significant changes to its operations in India to enhance customer satisfaction and comply with local regulations, including adjustments to its subscription model.
2024: Airing UEFA Champions League Games
In 2024, Prime Video will air 17 UEFA Champions League games for the 2024–25 season in the United Kingdom.
2024: Extension of Premier League Deal
In 2024, the deal to broadcast 20 live Premier League football matches from the 2019–20 season was extended for a further three years until the 2024–25 season.
February 2026: Mustang Part 1: The Empire Rule Release
In February 2026, 'Mustang Part 1: The Empire Rule' was released.
2033: End of Thursday Night Football Deal
In 2033, Prime Video's deal to be the exclusive broadcaster of Thursday Night Football will end.
