History of Amazon Prime Video in Timeline
Amazon Prime Video is a subscription-based, over-the-top streaming service owned by Amazon. It offers a wide range of content, including Amazon Originals (films and TV series produced or co-produced by Amazon MGM Studios), licensed content, add-ons, live sports, and rental/purchase options. It is available as a standalone service or as part of the Amazon Prime subscription. With approximately 205 million paid memberships globally, it stands as the second-most-subscribed video streaming platform, trailing only Netflix.
2 days ago : Amazon Prime Video abruptly cancels 'The Runarounds' after one season despite plans.
Amazon Prime Video canceled 'The Runarounds' after just one season, despite initial plans for five seasons. This decision disappointed fans anticipating the series' continuation and future storylines.
September 7, 2006: Amazon Unbox Launch
On September 7, 2006, Amazon launched Amazon Unbox in the United States.
September 4, 2008: Renamed to 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 television shows for Amazon Prime members, including content from Sony Pictures, Warner Bros. Entertainment, PBS, BBC, Magnolia Pictures, IFC Films and National Geographic.
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.
March 14, 2012: Deal with Discovery Communications, Inc.
On March 14, 2012, Amazon signed a deal with Discovery Communications, Inc. to add shows from Discovery Channel, Science Channel, TLC, Animal Planet, Military Channel and Investigation Discovery to the Prime Instant Video service.
May 23, 2012: Partnership with Paramount Pictures
On May 23, 2012, Amazon partnered with movie studio Paramount Pictures to stream hundreds of movies on the service.
June 13, 2012: Deal with Metro-Goldwyn-Mayer
On June 13, 2012, Amazon announced a deal with Metro-Goldwyn-Mayer to stream movies and television shows on the Prime Instant Video service.
July 20, 2012: Deal with Warner Bros. Television
On July 20, 2012, Amazon announced a deal with Warner Bros. Television to stream two shows The West Wing and Fringe exclusively on Prime Instant Video.
September 4, 2012: Deal with Epix
On September 4, 2012, Amazon signed a deal with pay-television channel Epix to feature movies on their streaming service.
December 17, 2012: Deal with Turner Broadcasting System
On December 17, 2012, Amazon announced a deal with Turner Broadcasting System to stream two shows from TNT, The Closer and Falling Skies.
2012: Prime Video Launch in Scandinavia
In 2012, Prime Video was launched in Norway, Denmark, and Sweden.
January 2013: Deal with A+E Networks
In January 2013, Amazon signed a deal with A+E Networks to stream shows from A&E, The Biography Channel, History Channel and Lifetime networks.
April 2013: Premiere of Alpha House and Betas
In April 2013, Amazon premiered the comedies Alpha House and Betas, which are original series available exclusively online via the Prime Instant Video service. Amazon offered the first three episodes of both series at once for free, with each subsequent episode released weekly thereafter for Prime members.
July 2013: Streaming Movie Titles from Miramax
In July 2013, Prime Instant Video began streaming movie titles from Miramax.
2013: Prime Video Discontinuation in Scandinavia
In 2013, Amazon discontinued the Prime Video service in Norway, Denmark, and Sweden.
February 2014: LoveFilm Streaming Service Folded into Instant Video
In February 2014, Amazon announced that the streaming service of its UK subsidiary LoveFilm would be folded into the Instant Video service.
February 26, 2014: LoveFilm Streaming Service Folded into Instant Video
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 that they had hired Jeremy Clarkson, Richard Hammond, and James May to produce an untitled motoring show for Amazon Prime Video. Also in July, Amazon announced plans to expand the service to India.
September 2015: Renamed to Amazon Video
In September 2015, the word "Instant" was dropped from its title in the US, and it was renamed simply Amazon Video.
October 2015: Amazon bans Apple TV and Google Chromecast sales
In October 2015, Amazon banned the sale of Apple TV and Google Chromecast on its online marketplace because they did not support the Prime Video ecosystem. This decision led to criticism that Amazon was prioritizing its own Amazon Fire TV products.
2015: Launch of 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. These services are separate from the Amazon Video offering, and must be purchased separately.
2015: Prime Video Offered on Local Amazon Websites
Prime Video is offered on local Amazon websites (e.g., amazon.com, amazon.de, amazon.co.uk) in countries where the Amazon video-on-demand store is available. This offering is specific to locations included in the initial rollout of Prime Video from 2006 to 2015.
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, leading to speculation over whether the full Prime Video service would begin a wider international rollout to compete with Netflix.
November 2016: Pursuit of Streaming Rights to US Sports Leagues
In November 2016, the Wall Street Journal reported that Amazon was pursuing streaming rights to US professional sports leagues to further differentiate the service.
December 14, 2016: Prime Video Worldwide Launch
On December 14, 2016, Prime Video launched worldwide, excluding mainland China, Cuba, Iran, North Korea, Sudan, and Syria, expanding its reach beyond select countries. In many territories, it was included with Prime, while others had a promotional monthly price.
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, replacing a previous deal with Twitter.
May 2017: Expansion of Amazon Channels into Europe
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.
2017: Acquisition of The Lord of the Rings Rights
In 2017, Amazon Studios purchased the global television adaption rights to The Lord of the Rings.
June 2018: Acquisition of Premier League Rights
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: Additional ATP rights
In 2018, Amazon would be the third-party pay TV provider for the ATP finals and Queens Club and Eastbourne tournaments. The ATP announced a two-year deal in September for Amazon to stream the Next Generation ATP Finals.
April 4, 2019: Agreement with The Jim Henson Company
On April 4, 2019, Amazon announced an agreement with The Jim Henson Company to stream select Henson programming on Prime Video.
April 2019: Amazon announces Chromecast support for Prime Video
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, signaling a shift in strategy.
2019: British Television Rights to ATP World Tour
In 2019, Amazon acquired the British television rights to the ATP World Tour, replacing Sky Sports. The deal would run until 2023 and would exclusively show all masters 1000 events and 12 500 and 250 series tournaments.
2019: Premier League Broadcast Begins
In 2019, Amazon began broadcasting 20 live Premier League football matches in the UK.
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 requested that platforms offer only standard definition programs and encourage users to manage their data consumption.
March 20, 2020: Amazon reduces streaming bitrates
On March 20, 2020, Amazon announced that they had begun reducing streaming bitrates while maintaining quality streaming, in response to the EU's request for careful management of telecom services during the COVID-19 pandemic. Amazon stated Prime Video was working with local authorities and ISPs to mitigate network congestion.
April 2020: Amazon and Apple form in-app payments deal
In April 2020, Amazon and Apple reached an agreement enabling Amazon to process in-app payments on the Prime Video app on iOS, bypassing Apple's official in-app purchase mechanism for users with existing Prime subscriptions.
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 had renewed their deal to 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, 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. MGM would continue to operate as a label alongside Amazon Studios and Amazon Prime Video.
July 2021: Multi-Year Deal with Universal Pictures
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).
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 17, 2022: Deal Closed: Acquisition of MGM
On March 17, 2022, the Amazon acquisition deal with MGM was closed after receiving all governmental approvals.
May 2022: Amazon removes in-app purchases on iOS and Android
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 disagreements over transaction fees.
July 1, 2022: Acquisition of UEFA Champions League Rights
On July 1, 2022, it was announced that Amazon had acquired a share of the UK rights to the UEFA Champions League beginning in the 2024–25 season, holding rights to 17 Tuesday-night matches.
2022: Thursday Night Football Broadcast Begins
In 2022, Prime Video became the exclusive broadcaster of Thursday Night Football between the 2022 and 2033 seasons in the United States.
2023: Amazon Adds Gift Card Balance Support in Some Countries
As of 2023, some countries like 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, excluding content add-ons like Prime Video Channels.
2023: End of ATP Deal
In 2023, the deal to run the ATP World Tour would end.
January 2024: Introduction of Advertisements
At the end of January 2024, the service began featuring "limited" advertisements. Avoiding them would cost an additional $2.99 per month.
January 2024: Cut 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.
July 24, 2024: Agreement with the NBA
On July 24, 2024, Prime Video announced an 11-year agreement with the NBA beginning in the 2025–26 season, including 66 regular season games in the United States, the NBA Cup semi-finals and finals, all NBA Play-In Tournament games, and selected playoff games (including one conference final in odd-numbered years).
October 1, 2024: Amazon Joins Motion Picture Association
On October 1, 2024, Amazon, including 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.
2024: UEFA Champions League Broadcast Begins
In 2024, Amazon will begin broadcasting UEFA Champions League matches in the UK.
2024: Extension of Premier League Rights
In 2024, the deal was later extended for a further three years until the 2024–25 season.
2025: NBA Streaming Begins
In 2025, Prime Video will begin an 11-year agreement with the NBA beginning in the 2025–26 season.
2033: Thursday Night Football Deal Expires
In 2033, the deal to be the exclusive broadcaster of Thursday Night Football between the 2022 and 2033 seasons in the United States will expire.
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