Amazon's Prime Instant Video may boast thousands of free streaming titles, but it seems that many subscribers are more interested in using Netflix for their video streaming needs. According to a recent study by Strategy Analytics, 40% of U.S. Amazon Prime subscribers only use Netflix for video streaming purposes.
To better understand the preferences of Amazon Prime users, Strategy Analytics surveyed 5,000 internet users between the ages of 18-74 from the U.S., UK, Germany, and France. The results showed that while 63% of U.S. Prime subscribers used Netflix in the month preceding the survey, only 59% used Instant Video. Moreover, the study found that just 44% of American Prime subscribers use Instant Video at least once a week.
In contrast, German and UK Prime users are more enthusiastic about using Instant Video, with 55% and 54% respectively accessing it on a weekly basis. This suggests that Amazon's Prime Instant Video offerings may not be enticing enough to convince Americans to sign up for Prime. In fact, Strategy Analytics discovered that 55% of Americans would subscribe to Amazon Prime primarily for its free two-day shipping benefits rather than the video streaming feature.
Despite these findings, there are signs that Amazon is making significant strides in improving its original programming. Over the past few months, the company has been acquiring content and announcing or renewing numerous original titles. Some of these shows have received widespread critical and consumer acclaim, such as Transparent, which garnered Amazon its first-ever Golden Globe win.
Strategy Analytics' digital media analyst, Leika Kawasaki, believes that Amazon could attract more subscribers eager to use its streaming video by promoting its products. For instance, owners of devices like the Fire TV are 10% more likely to use Instant Video on a regular basis. Whether or not this approach will pay off remains to be seen.