History of Amazon Prime Video in Timeline
Amazon Prime Video is a subscription-based streaming service owned by Amazon, offering a vast library of films and television series. This includes Amazon Originals produced by Amazon MGM Studios, licensed content, add-ons, live sports, and rental/purchase options. Available as a standalone service or bundled with Amazon Prime, it is the second most popular streaming platform globally after Netflix, boasting over 200 million paid subscriptions.
September 7, 2006: Amazon Unbox Launch
On September 7, 2006, Amazon launched Amazon Unbox in the United States.
2006: Prime Video Offered on Local Amazon Websites
From 2006, in countries with an Amazon video-on-demand store and part of the initial Prime Video rollout, Prime Video was offered on the local Amazon website (e.g., amazon.com, amazon.de, amazon.co.uk).
September 4, 2008: Service 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.
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.
November 2013: Premier of Original Series
In November 2013, Amazon premiered the original comedy series Alpha House and Betas, available exclusively online via the Prime Instant Video service.
February 26, 2014: LoveFilm Integration
On February 26, 2014, Amazon announced that the streaming service of its UK subsidiary LoveFilm would be folded into the Instant Video service.
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 the hiring of Jeremy Clarkson, Richard Hammond, and James May to produce a motoring show for Amazon Prime Video, later named The Grand Tour. Also in July, Amazon announced plans to expand the service to India.
September 2015: Renamed Amazon Video in the US
In September 2015, the word "Instant" was dropped from its title in the US, and it was renamed simply Amazon Video.
2015: Prime Video Offered on Local Amazon Websites
From 2015, in countries with an Amazon video-on-demand store and part of the initial Prime Video rollout, Prime Video was offered on the local Amazon website (e.g., amazon.com, amazon.de, amazon.co.uk).
April 18, 2016: Prime Video split from Amazon Prime in the US
On April 18, 2016, Amazon split Prime Video from Amazon Prime in the US for $8.99 per month.
November 2016: Plans to Stream The Grand Tour Globally
In November 2016, Amazon announced that it planned to stream The Grand Tour globally, leading to speculation over a wider international rollout of Prime Video.
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.
January 2017: Anime Strike Announcement
In January 2017, Amazon announced Anime Strike, an anime focused Amazon Channels service.
April 2017: Acquisition of NFL Streaming Rights
In April 2017, Amazon acquired 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.
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.
2017: Acquisition of Lord of the Rings TV Rights
In 2017, Amazon Studios purchased the global television adaption rights to The Lord of the Rings.
June 2018: UK Rights to Broadcast Premier League Football Matches Secured
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: Amazon to Stream Tennis TV
In 2018, the ATP additionally announced that Amazon in the US would screen the tennis channel, Tennis TV.
April 2019: Chromecast Support Announced
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.
March 18, 2020: EU urges Amazon Prime Video to limit service
On March 18, 2020, Thierry Breton, 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. The EU requested that platforms offer standard definition programs and encourage users to manage data consumption.
March 20, 2020: Amazon reduces streaming bitrates in response to EU request
On March 20, 2020, Amazon announced it had begun reducing streaming bitrates for Prime Video while maintaining quality, in response to the EU's request to manage telecom services during the COVID-19 pandemic. Amazon stated they were working with local authorities and ISPs to mitigate network congestion.
April 2020: Amazon and Apple strike in-app payment deal
In April 2020, Amazon and Apple reached an agreement allowing Amazon to process in-app payments for Prime Video on iOS without using Apple's standard in-app purchase system, a notable exception to App Store rules.
July 2020: Chromecast Support Delivered
Chromecast support was delivered in July 2020 as part of concessions to restore access to YouTube on Fire TV devices after a related feud with Google.
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: 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, Amazon officially announced that they would acquire MGM for $8.45 billion, subject to regulatory approvals.
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: Long-term 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 17, 2022: MGM Acquisition Closed
On March 17, 2022, Amazon's deal to acquire MGM was closed after receiving all governmental approvals.
May 2022: Amazon removes in-app purchases from digital storefronts
In May 2022, Amazon removed the ability for iOS and Android users to make in-app purchases on several of Amazon's digital storefronts, including Kindle, Audible and Music apps, due to disputes 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: Acquisition of NBA Rights 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.
2023: Expanded Amazon Gift Card Use for Prime Subscriptions
In 2023, some countries like France, Italy, Spain, Mexico, Canada, Netherlands, Saudi Arabia, Luxembourg, and Portugal expanded support for using Amazon Gift Card balances to pay for Amazon Prime subscription fees, excluding content add-ons like Prime Video Channels.
January 2024: Introduction of Advertisements
At the end of January 2024, Amazon Prime Video began featuring "limited" advertisements. Avoiding them would cost an additional $2.99 per month.
January 2024: Cut of Original Productions
In January 2024, Amazon 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
On October 1, 2024, Amazon, through Amazon MGM Studios and Prime Video, officially 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.
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