History of Amazon Prime Video in Timeline
Amazon Prime Video is a subscription-based video streaming service owned by Amazon. It offers a wide array of content, including Amazon Originals (films and TV series produced or co-produced by Amazon MGM Studios), licensed content, add-on content, live sports, and rental/purchase options. It is available as a standalone service or bundled with an Amazon Prime subscription. With 205 million subscribers, Prime Video stands as the second most-subscribed video on demand streaming platform in the United States, trailing only Netflix. Its diverse offerings cater to a broad audience, making it a significant player in the streaming entertainment market.
September 7, 2006: Launch of Amazon Unbox
On September 7, 2006, Amazon Unbox was launched in the United States. This marked the initial debut of the service that would eventually evolve into Amazon Prime Video.
2006: Prime Video offered on local Amazon websites
In 2006, Prime Video was offered on the local Amazon website (e.g. amazon.com, amazon.de, amazon.co.uk etc.) in countries where the Amazon video-on-demand store is available.
September 4, 2008: Service Renamed Amazon Video on Demand
On September 4, 2008, Amazon Unbox was renamed Amazon Video on Demand, reflecting a change in branding and service direction.
February 22, 2011: Service Rebrands as Amazon Instant Video
On February 22, 2011, Amazon Video on Demand rebranded as Amazon Instant Video, adding access to 5,000 movies and television shows for Amazon Prime members. This expansion significantly enhanced the value proposition for Prime subscribers.
February 8, 2012: Amazon Signs 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. This expanded the content available on the service.
September 4, 2012: Amazon Signs Deal With Epix
On September 4, 2012, Amazon signed a deal with Epix (now known as MGM+) to feature movies on their streaming service, aiming to compete with Netflix. This partnership added more movie content to Amazon's streaming platform.
November 2013: Amazon Premieres Original Series Alpha House and Betas
In November 2013, Amazon premiered the comedies Alpha House and Betas, original series available exclusively online via the Prime Instant Video service. Amazon offered the first three episodes of both series for free, with each subsequent episode released weekly thereafter for Prime members, which marked a significant step into original content creation.
February 26, 2014: LoveFilm Streaming Service Folded Into Instant Video
On February 26, 2014, Amazon's UK subsidiary LoveFilm's streaming service was integrated into the Instant Video service. This integration combined the resources and content of both platforms, enhancing the overall offering of Amazon Instant Video in the UK.
January 2015: Transparent Wins Golden Globe Award
In January 2015, Transparent became the first show produced by Amazon Studios to win a major award, receiving the Golden Globe Award for Best Television Series – Musical or Comedy. It was also the first series from a streaming video service to achieve this recognition.
July 30, 2015: Amazon Hires 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. This marked a significant investment in original programming and a move to attract a broader audience.
September 2015: Amazon Instant Video Renamed Amazon Video
In September 2015, the word "Instant" was dropped from the title in the US, and it was renamed simply Amazon Video. This change simplified the branding of the service.
October 2015: Amazon Bans Sale of Apple TV and Chromecast
In October 2015, Amazon banned the sale of Apple TV and Google's Chromecast on its online marketplace because they did not support the Prime Video ecosystem. This decision was criticized as protectionism against competitors to Amazon Fire TV.
2015: Amazon Launches Streaming Partners Program
In 2015, Amazon launched the Streaming Partners Program (now known as Amazon Channels), a platform that allowed subscription-based third-party channels and streaming services to be offered to Amazon Prime subscribers through the Amazon Video platform. These services were separate from the Amazon Video offering, and had to be purchased separately.
2015: Prime Video offered on local Amazon websites
In 2015, Prime Video was offered on the local Amazon website (e.g. amazon.com, amazon.de, amazon.co.uk etc.) in countries where the Amazon video-on-demand store is available.
April 18, 2016: Amazon Splits Prime Video 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, allowing customers to subscribe to Prime Video without needing a full Amazon Prime membership.
November 2016: Amazon Plans to Stream The Grand Tour Globally
In November 2016, Amazon announced its plans to stream The Grand Tour globally, leading to speculation about a wider international rollout of the full Prime Video service to compete with Netflix.
November 2016: Amazon Pursuing Streaming Rights to U.S. Sports Leagues
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. This move signaled Amazon's intent to compete more directly with traditional sports broadcasters.
December 14, 2016: Prime Video Launches Worldwide
On December 14, 2016, Prime Video launched worldwide, expanding its reach to numerous countries beyond its initial markets, excluding mainland China, Cuba, Iran, North Korea, Sudan, and Syria. This global expansion included Prime Video being included with Prime in Belgium, Brazil, Canada, France, India, Ireland, Italy, Poland, Turkey, and Spain, and availability in other countries at a promotional monthly price.
January 2017: Amazon Announces Anime Strike
In January 2017, Amazon announced Anime Strike, an anime-focused Amazon Channels service. This service was part of the Streaming Partners Program and offered subscription-based anime content.
April 2017: Amazon Acquires Rights to NFL Thursday Night Football
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 as part of a $50 million deal.
May 2017: Amazon Channels Expands Into Germany and the UK
In May 2017, Amazon Channels expanded into Germany and the UK, reaching deals to offer channels from Discovery Communications (including Eurosport), and live/on-demand content from ITV in the UK.
December 2017: Amazon Releases Apple TV App for Prime Video
In December 2017, Amazon released an Apple TV app for Prime Video, resolving previous compatibility issues and expanding access to its streaming service.
2017: Amazon Studios Purchases Rights to The Lord of the Rings
In 2017, Amazon Studios purchased the global television adaptation rights to The Lord of the Rings, with the resulting series, The Lord of the Rings: The Rings of Power, streaming on Prime Video. This acquisition marked a major investment in high-profile content.
June 2018: Amazon Secures Rights to Premier League Football Matches
In June 2018, Amazon secured the UK rights to broadcast 20 live Premier League football matches from the 2019–20 season in a three-year deal, marking the first time the league would be shown on a domestic live streaming service.
2018: Amazon to Stream Tennis TV in the US
In 2018, the ATP announced that Amazon in the US would stream the tennis channel, Tennis TV.
April 2019: Amazon Adds Chromecast Support to Prime Video App
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, improving compatibility across devices.
March 18, 2020: EU urges Amazon Prime Video to limit services
On March 18, 2020, Thierry Breton, a European commissioner, urged streaming services, including 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 wanted streaming platforms to offer standard definition programs.
March 20, 2020: Amazon responds to EU request to limit streaming services
On March 20, 2020, Amazon responded to the EU request and announced that they had already started reducing streaming bitrates to help manage telecom services during the COVID-19 pandemic. They also stated that they would work with local authorities and Internet Service Providers to mitigate network congestion.
April 2020: Amazon and Apple deal for Prime Video in-app payments on iOS
In April 2020, Amazon and Apple reached an agreement allowing Amazon to process in-app payments on the Prime Video app on iOS devices without using Apple's standard in-app purchase system for users with existing Prime subscriptions.
2020: Prime Video Expands Marketing and Productions 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. This expansion demonstrated Amazon's commitment to local content and markets.
March 18, 2021: Prime Video Renews Deal for Thursday Night Football
On March 18, 2021, Prime Video announced the renewal of its deal to 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, Amazon began negotiations to acquire Hollywood studio Metro-Goldwyn-Mayer (MGM), signaling a major expansion into content ownership.
May 26, 2021: Amazon Announces Acquisition of MGM
On May 26, 2021, Amazon officially announced its acquisition of MGM for $8.45 billion, with MGM continuing to operate as a label alongside Amazon Studios and Amazon Prime Video. This acquisition would significantly boost Amazon's content library.
July 2021: Amazon and Universal Pictures Reach Multi-Year Deal
In July 2021, Amazon and Universal Pictures reached a multi-year deal to bring Universal's films to Prime Video and IMDb TV (now Amazon Freevee), making major franchises such as Fast & Furious, Jurassic Park and Bourne available on Amazon's streaming services following their first pay window and four months after release on Peacock.
February 9, 2022: Amazon Signs 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, expanding its physical production infrastructure.
March 17, 2022: Amazon Closes Deal to Acquire MGM
On March 17, 2022, Amazon completed its acquisition of MGM after receiving all governmental approvals. This acquisition enhanced Amazon's content library and production capabilities.
May 2022: Amazon removes in-app purchases from iOS and Android storefronts
In May 2022, Amazon removed the ability for iOS and Android users to make in-app purchases on several of its digital storefronts, including Kindle, Audible, and Music apps, due to disputes regarding transaction fees.
July 1, 2022: Amazon Announces Deal With UEFA Champions League Football
On July 1, 2022, Amazon announced a deal with UEFA Champions League football, and Prime Video will air 17 games for the 2024–25 season in the United Kingdom.
October 20, 2022: Prime Video Acquires 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, expanding its sports coverage.
November 9, 2022: Prime Video Launches Sports Talk Shows
On November 9, 2022, Prime Video launched seven sports talk shows from 8 AM to 8 PM, airing Monday through Friday, adding more sports content to its offerings.
2023: Some Countries Add 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, and Portugal, have added support for paying Amazon Prime subscription fees with Amazon Gift Card balance, though this does not apply to content add-ons such as Prime Video Channels.
January 2024: Amazon Prime Video Introduces Advertisements
At the end of January 2024, Amazon Prime Video began featuring "limited" advertisements, with an option to avoid them for an additional $2.99 per month, joining other streaming services in implementing ad-supported models.
January 2024: Amazon Decides to Cut Original Productions for Southeast Asia and MENA
In January 2024, Amazon decided to cut original productions for both Southeast Asia and the Middle East and North Africa, shifting focus to European productions and licensing due to competition.
October 1, 2024: Amazon Joins Motion Picture Association
On October 1, 2024, Amazon, including Amazon MGM Studios and Prime Video, officially joined the Motion Picture Association (MPA), solidifying its position within the film industry.
December 2024: Amazon Prime Video Announces Changes in India
In December 2024, Amazon Prime Video announced significant changes to its operations in India, including adjustments to its subscription model, to enhance customer satisfaction and comply with local regulations in a competitive OTT market.
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