Apple TV Plus is coming to Prime Video

Amazon is adding Apple TV Plus to Prime Video, a move that could help bolster the iPhone maker’s waning streaming service. Apple TV Plus will be available on Prime Video in the US later this month as a $9.99 monthly add-on – the same you’d pay directly from Apple. The difference now is that Apple TV Plus is being promoted directly to Amazon’s huge base of video subscribers.

“What we’re giving our channel partners is hundreds of millions of subscribers around the world,” Prime Video chief Mike Hopkins said at Bloomberg’s Screentime conference. “We’re seeing a lot of engagement, we’re able to get subscribers from those businesses at a really attractive rate.” Amazon takes a share of revenue from streaming subscriptions purchased on its video site, but specific terms were not disclosed.

While Apple TV Plus has been praised for its lineup of shows like Separation, Ted Lassoagain The foundationthe service has struggled to find a place to compete with Prime Video, Netflix, Max, Disney Plus, and Hulu – currently the five most subscribed streaming platforms in the US, respectively. Paramount Plus topped the service in market share last quarter according to the JustWatch streaming guide, and market research firm Antenna reports that Apple TV Plus has the highest subscription cancellation rates among streaming providers.

Having Apple TV Plus available within Prime Video isn’t exactly the same as bundled deals like Comcast’s all-in-one Netflix, Peacock, and Apple TV Plus offerings, but the goal is the same — to attract more customers and reduce cancellation rates as audiences tire. managing an ever-growing number of subscriptions and applications.

On Amazon, Apple TV Plus joins more than 100 streaming service add-ons already available through Prime Video channels. It’s all part of the company’s plan to become the “first entertainment center” in the world according to Hopkins, a goal Apple once had with the Apple TV.