Amazon Prime has 26 mn subscribers in USA, behind YouTube, Netflix

Around 26 million people watch content through Amazon’s Prime Video service in USA, making it one of the largest streaming video services in the world, behind only YouTube and Netflix. This information was obtained through internal documents that revealed outlining viewership, subscription, and financial data for Prime Video.

Prime Video is available to all Amazon Prime subscribers or as a standalone offering for $8.99 per month. Experts have been able to roughly estimate Prime subscribers in the range of 70 million to 90 million. The only alarming observation is that of this number only 26 million are watching videos despite having access to the video library.

In USA, Netflix has more than 118 million global subscribers, while Hulu has more than 17 million subscribers. CBS All Access has more than two million subscribers. YouTube has two subscription offerings, but most of its viewership comes from its free video offerings. YouTube has said it has more than 1.5 billion unique worldwide viewers each month.

The Amazon data also shows that the company decides to renew or cancel shows based on whether they bring new subscribers to Prime, and whether they keep watching.