Amazon’s Prime Video is making significant strides in expanding its content offerings across Europe. This week, the streaming service announced new carriage partnerships with French broadcaster M6+ and Spanish public broadcaster RTVE, enhancing its programming lineup with a variety of free content that includes current affairs, sports, and entertainment. Earlier in the week, Prime Video also revealed multiyear agreements to offer HBO Max as an add-on subscription in Italy, Germany, and Austria.
These recent developments are part of a broader strategy to aggregate content offerings for Prime Video users. The platform has been launching additional channels, including ITV+ in the U.K., RTL+ in Germany, and Ligue 1+ in France, while also adding popular services like Apple TV+ across various regions, including Europe, the Middle East, and Australia.
Andrew Bennett, who took on the role of Vice President of Prime Video Europe at the beginning of 2025, is spearheading this initiative. He is responsible for overseeing all partnerships and distribution strategies across the Europe, Middle East, and Africa (EMEA) and Latin America regions. In an interview with The Hollywood Reporter, Bennett discussed the rationale behind the recent surge in partnership agreements and the benefits they bring to both Prime Video and its content partners.
Bennett emphasized the importance of becoming a destination that aggregates first-party subscription video on demand (SVOD) services, third-party channels, and transactional video on demand (TVOD). He noted that partners are increasingly recognizing the value of distributing content through Prime Video, moving away from traditional linear channels.
“Partners are getting comfortable with the idea of distributing outside of traditional channels and working with streamers like ourselves,” Bennett stated. “They see opportunities for mutually beneficial partnerships that can extend their reach to new customers.”
The new arrangement with HBO Max, which allows the service to be offered as an add-on subscription in select markets, reflects a growing recognition of the benefits that come from existing partnerships. HBO Max has been working through its distribution strategy in Europe and has now decided to extend its collaboration with Prime Video based on the success seen in other regions.
Bennett also highlighted the advantages of including free-to-air broadcasters like M6+ and RTVE in Prime Video’s offerings. He explained that these partnerships provide a diverse range of programming, including news, sports, and reality shows, which resonate with broad segments of the population. Notably, M6+ will feature major events like the FIFA World Cup and the Super Bowl, enhancing the value of the Prime Video subscription for customers.
The decision to provide certain content for free versus as an add-on depends on the overarching goal of aggregating a wide selection for customers. Bennett mentioned that the aim is to ensure that the viewing experience remains competitive with other devices and platforms.
Currently, Prime Video has established TVOD partnerships in 25 countries and plans to expand further in 2026. Bennett noted that the company is also set to launch additional channels in new territories within the coming year.
As streaming services adapt to shifting distribution models, Bennett acknowledged the challenges these changes present. Yet, he expressed confidence in Prime Video’s ability to navigate the landscape effectively.
He explained, “With the fragmentation of third-party devices, reaching the largest customer base is essential for building a sustainable content business. Our distribution footprint over the years has proven to be immensely valuable.”
Bennett pointed out that for emerging streaming services, partnerships with Prime Video can facilitate global distribution without the burdens of direct negotiations, technical integration, or customer service management. This streamlined approach allows partners to focus on their core business goals, such as subscriber growth and revenue.
The success of Prime Video’s partnerships lies in the dual focus on subscriber numbers and user engagement. Bennett emphasized that both metrics reflect the quality of content offered and are crucial in competing against a wide array of entertainment options, including social media and other streaming platforms.
Looking ahead, Bennett expressed optimism about retaining existing partnerships and expanding into new markets. He remarked that the perceived value of Prime Video’s offerings has made it uncommon for partners to depart.
As Prime Video continues to differentiate itself from competitors, Bennett reiterated the importance of its comprehensive marketplace, which combines first-party content with a diverse range of additional services. This strategy is set to drive further growth and enhance customer satisfaction in an increasingly competitive streaming landscape.
