Amazon Prime Video is an American subscription video on-demand over-the-top streaming and rental service offered as a standalone service or as part of Amazon's Prime subscription. It primarily distributes films and television series produced or co-produced by Amazon MGM Studios, known as Amazon Originals. The service also hosts content from other providers, content add-ons, live sporting events, and offers video rental and purchasing services.
September 7, 2006: Amazon Unbox Launch
On September 7, 2006, Amazon Unbox launched in the United States, marking Amazon's first foray into the streaming video market.
September 4, 2008: Amazon Video on Demand Renaming
On September 4, 2008, Amazon Unbox was renamed to Amazon Video on Demand.
February 22, 2011: Amazon Instant Video Launch
On February 22, 2011, Amazon rebranded its video service as Amazon Instant Video and added access to 5,000 movies and TV shows for Amazon Prime members.
2011: Amazon Acquires LoveFilm
In 2011, Amazon acquired LoveFilm, a UK-based streaming and DVD-by-mail service. This acquisition laid the groundwork for Prime Video's expansion into European markets.
February 8, 2012: Viacom Deal
On February 8, 2012, Amazon signed a deal with Viacom to add shows from various networks, including MTV, Nickelodeon, and Comedy Central, to Prime Instant Video.
September 4, 2012: Epix Deal
On September 4, 2012, Amazon secured a deal with Epix to stream movies on Prime Instant Video, aiming to compete with Netflix.
2012: Prime Video Briefly Available in Nordic Countries
In 2012, Prime Video was launched in Norway, Denmark, and Sweden, but the service was discontinued in those regions the following year.
November 2013: Premiere of "Alpha House" and "Betas"
In November 2013, Amazon premiered its first original series, "Alpha House" and "Betas," exclusively on Prime Instant Video.
2013: Prime Video Discontinued in Nordic Countries
In 2013, after briefly being available, Prime Video service in Norway, Denmark, and Sweden were discontinued.
February 2014: Announcement of LoveFilm Integration
In February 2014, Amazon announced that LoveFilm's streaming service would be integrated with Instant Video.
February 26, 2014: LoveFilm Integration into Instant Video
On February 26, 2014, Amazon merged the streaming service of its UK subsidiary LoveFilm into its Instant Video service.
August 2014: End of Purchased Video Downloads
As of August 2014, Amazon Instant Video discontinued the option to download purchased videos.
2014: Prime Video added to Prime in UK, Germany, and Austria
In 2014, Prime Video was bundled into the Amazon Prime subscription in the United Kingdom, Germany, and Austria, expanding the service's availability beyond the United States.
January 2015: "Transparent" Wins Golden Globe
In January 2015, "Transparent" made history as the first Amazon Studios show to win a major award, securing a Golden Globe for Best Television Series – Musical or Comedy.
July 30, 2015: Clarkson, Hammond, and May Hired for "The Grand Tour"
On July 30, 2015, Amazon announced the hiring of Jeremy Clarkson, Richard Hammond, and James May for a new motoring show, later named "The Grand Tour," and also revealed plans to expand Prime Video into India.
September 2015: "Instant" Dropped from Name
In September 2015, Amazon dropped "Instant" from the name, rebranding the service simply as Amazon Video in the US.
October 2015: Amazon Bans Sales of Apple TV and Chromecast
In October 2015, Amazon stopped selling Apple TV and Chromecast devices due to their lack of Prime Video support, a move seen by some as protectionist.
2015: Launch of Streaming Partners Program
In 2015, Amazon launched the Streaming Partners Program (now Amazon Channels), allowing Prime subscribers to access third-party subscription channels like Curiosity Stream, Showtime, and Starz, for an additional fee.
April 18, 2016: Amazon Splits Prime Video from Amazon Prime
On April 18, 2016, Amazon unbundled Prime Video from its Prime membership in the US, allowing users to subscribe to the video service for $8.99 per month without needing a full Prime subscription.
November 2016: Global Expansion of "The Grand Tour" and Prime Video
In November 2016, Amazon announced global streaming plans for "The Grand Tour," prompting speculation about a broader international rollout of Prime Video. This was confirmed with the service's expansion into 200 additional territories in December.
November 2016: Pursuit of Sports Streaming Rights
In November 2016, the Wall Street Journal reported Amazon's pursuit of streaming rights for U.S. professional sports leagues, further pushing its strategy of providing unique content.
January 2017: Launch of Anime Strike
In January 2017, Amazon introduced Anime Strike, a dedicated anime channel within its Streaming Partners Program (Amazon Channels).
April 2017: Amazon Acquires Non-Exclusive Rights to Stream NFL's Thursday Night Football
In April 2017, Amazon secured non-exclusive rights to stream some of the NFL's Thursday Night Football games for Prime subscribers in the US, replacing a deal with Twitter.
May 2017: Amazon Channels Expands to Germany and the UK
In May 2017, Amazon Channels expanded to Germany and the UK, offering channels like Discovery Communications and ITV content.
December 2017: Amazon Releases Prime Video App for Apple TV
Amazon released a Prime Video app for Apple TV in December 2017.
June 2018: Amazon Secures UK Rights to Broadcast Live Premier League Matches
In June 2018, Amazon obtained the rights to show 20 live Premier League football matches per season in the UK, beginning in the 2019-20 season.
2018: Amazon Gains Rights to US Open and Other Tennis Events
In 2018, Amazon secured British TV rights for the US Open and began streaming the Tennis Channel (Tennis TV) in the US, as well as airing the ATP Finals and tournaments at Queen's Club and Eastbourne.
April 2019: Amazon Announces Chromecast and Android TV Support
In April 2019, Amazon announced plans to support Chromecast in its Prime Video mobile app and expand the availability of its Android TV app.
2019: Amazon Begins Streaming Live Premier League Matches in the UK
In 2019, Amazon started its broadcast of live Premier League matches in the UK, marking the first time the league was available on a domestic live streaming platform.
2019: Amazon Acquires British TV Rights to ATP World Tour
Starting in 2019, Amazon took over from Sky Sports and became the British television rights holder for the ATP World Tour, including all Masters 1000 events and several other tournaments.
March 18, 2020: EU Urges Streaming Services to Reduce Bandwidth Usage
On March 18, 2020, the EU requested streaming platforms, including Amazon Prime Video, to lower their bandwidth consumption by offering standard definition instead of HD content to avoid network strain due to increased remote work during the COVID-19 pandemic.
March 20, 2020: Amazon Responds to EU's Call for Reduced Bandwidth Usage
On March 20, 2020, Amazon confirmed they were reducing streaming bitrates to ease network congestion while maintaining streaming quality during the COVID-19 pandemic, following the EU's request.
April 2020: Amazon and Apple Enable Direct In-App Payments for Prime Video on iOS
In April 2020, Amazon and Apple agreed to allow direct in-app payments for Prime Video on iOS, bypassing Apple's standard purchase system.
2020: Expansion in Latin America
In 2020, Prime Video increased its marketing efforts and local productions in Latin America with shows like "El Presidente," "La Jauría," and "Súbete a mi moto."
March 18, 2021: Amazon Renews Exclusive Broadcasting Rights for Thursday Night Football
On March 18, 2021, Amazon extended its agreement to be the sole broadcaster of Thursday Night Football in the US from 2022 to 2033.
May 17, 2021: Negotiations to Acquire MGM Begin
On May 17, 2021, Amazon initiated negotiations to acquire the Metro-Goldwyn-Mayer (MGM) film studio.
May 26, 2021: Announcement of MGM Acquisition
On May 26, 2021, Amazon officially announced its plan to acquire MGM for $8.45 billion.
July 2021: Deal with Universal Pictures
In July 2021, Amazon and Universal Pictures signed a multi-year deal to bring Universal's films, including major franchises like "Fast & Furious" and "Jurassic Park," to Prime Video and IMDb TV (now Amazon Freevee).
February 9, 2022: Shepperton Studios Deal
On February 9, 2022, Amazon signed a long-term deal with Shepperton Studios for exclusive access to their new production facilities.
March 17, 2022: MGM Acquisition Completed
On March 17, 2022, Amazon finalized the acquisition of MGM after obtaining regulatory approvals.
May 2022: Amazon Removes In-App Purchases from Several Apps
In May 2022, due to disagreements over transaction fees, Amazon disabled in-app purchases for several of its digital services, like Kindle, Audible, and Music, on iOS and Android devices.
July 1, 2022: Amazon Secures UK Rights to Broadcast UEFA Champions League Matches
On July 1, 2022, Amazon struck a deal with UEFA to broadcast 17 Champions League matches in the UK for the 2024-25 season.
October 20, 2022: Amazon Acquires Rights to Broadcast NBA in Brazil
On October 20, 2022, Amazon obtained the rights to broadcast NBA games in Brazil for the 2022-23 season.
November 9, 2022: Amazon Launches Sports Talk Shows
On November 9, 2022, Amazon introduced seven daily sports talk shows, airing from 8 AM to 8 PM, Monday through Friday.
2022: Amazon's Exclusive Thursday Night Football Broadcasts Begin
Amazon commenced its exclusive broadcasts of Thursday Night Football in 2022.
2023: Amazon Expands Payment Options for Prime Video in Certain Countries
As of 2023, Amazon allowed customers in several countries, like France, Italy, Spain, Mexico, Canada, Netherlands, Saudi Arabia, Luxembourg, and Portugal, to pay for Prime subscriptions with Amazon Gift Card balances, although this did not include Prime Video Channels.
2023: End of Amazon's Initial British TV Rights Deal for ATP World Tour
In 2023, Amazon's initial deal for the British television rights to the ATP World Tour concluded.
January 2024: Production Cuts in Southeast Asia and MENA
In January 2024, Amazon decided to reduce original productions in Southeast Asia and the Middle East and North Africa to concentrate on European productions and licensing. Similar layoffs occurred in the West and South Africa divisions a few months later due to competition with Showmax.
January 2024: Amazon Prime Video Introduces Limited Advertisements
In January 2024, Prime Video started incorporating "limited" ads into its service, with an ad-free option available for an extra $2.99 per month.
October 1, 2024: Amazon Joins Motion Picture Association
On October 1, 2024, Amazon, alongside Amazon MGM Studios and Prime Video, joined the Motion Picture Association (MPA).
2024: Amazon Begins Broadcasting UEFA Champions League Matches in the UK
Amazon's broadcasting of UEFA Champions League matches in the UK is scheduled to commence in the 2024-25 season.
2024: Amazon's Initial Premier League Broadcasting Deal Extension Ends
Amazon's initial three-year deal for Premier League broadcasting rights, later extended, came to an end during the 2024-25 season.
2033: Amazon's Exclusive Thursday Night Football Broadcasting Deal Ends
Amazon's extended agreement to exclusively broadcast Thursday Night Football concludes in 2033.