Prime Video hosted a day of in-depth sessions and peer learning at its Prime Video Engage event June 25 at the Culver Theater. Featuring conversations with leaders from partners such as Apple, BBC Studios, Globo, Hallmark, Hearst Networks, Lionsgate Entertainment, PBS, SkyShowtime, Sony Pictures Entertainment, and Warner Bros. Discovery, Engage 2025 gave partners the opportunity to share and learn from one another's successes. The event was hosted by Kelly Day, Head of International and VP, Prime Video; and Albert Cheng, VP, Head of Prime Video U.S.
Prime Video's marketplace unites add-on subscriptions, TVOD, and FAST services in one collaborative service, delivering premium entertainment to all Amazon customers, including more than 200 million Prime members worldwide. Prime Video delivers massive scale: more than 500 million annual TVOD transactions, more subscription starts per year than there are households in all of Western Europe, and 130% year-over-year FAST user growth.
"Our marketplace isn’t based on a traditional programmer-distributor dynamic—it's a collaboration in which we jointly deliver a premium experience, powered by cutting-edge technology, to each of our global customers," Cheng said. "Today we're here to demonstrate our ongoing commitment to this unique business; to offer concrete examples of how our successful partnership fuels your business growth."
Jonathan Carson, Co-Founder and CEO of research firm Antenna, presented a deep dive on the rapidly evolving streaming landscape. Carson cited Antenna estimates indicating that, contrary to concerns that the streaming universe has stopped growing, U.S. SVOD subscriptions increased 11% from March 2024 to March 2025. Industry-wide, U.S. SVOD added 5 million net subscribers from Q4 2024 to Q1 2025.
Carson also noted that churn rates across the U.S. SVOD category are stabilizing. Many of those who cancel do come back, with more than 1 in 3 people who cancel resubscribing within one year. Antenna observed that third-party distributors drove significant growth, with Prime Video add-on subscriptions accounting for 1 in 4 U.S. SVOD signups in Q1 2025.
Third-party distribution is providing streamers with the opportunity to capture customers they would not otherwise reach with direct-to-consumer services. Carson offered the example of HBO Max, which, according to Antenna estimates, lost 5.1 million subscribers when it ended its distribution partnership with Prime Video in 2021. When HBO Max returned to Prime Video the following year, it added 3 million signups in its first three months back. Antenna’s analysis found that only 16% of those signups came from customers who were already subscribed to HBO Max through its DTC service or another third-party distributor.
Tricia Lee, Director of Product and Data for Prime Video’s Partner and Content Foundations organization, noted that Prime Video is working on several upcoming innovations powered by AI—including using Generative AI to convert standard definition content into high definition, and utilizing Agentic AI to correct subtitle synchronization issues.
"We all know that Generative AI is fundamentally changing everything, every industry, and entertainment is no exception," Lee said. "At Amazon, we're so excited to be at the forefront of this revolution."
Jeremy Helfand, Vice President, Head of Prime Video Advertising, added that since Prime Video introduced ads in the U.S., engagement has increased 40%; churn has been lower than expected; and customers are choosing to stay with ad-supported tiers at higher rates than anticipated.
"From content sponsorship to one-click purchasing with your remote, we're building a full funnel advertising business at Prime Video," Helfand said. "And while it’s still Day One, as we like to say, we are doing it by relentlessly focusing on the customer."