Sky has finally struck a deal to make Amazon’s Prime Video streaming package available to its millions of subscribers across Europe, giving access to content from Premier League football to the superhero drama The Boys as part of their TV service.
As part of the new deal Sky’s streaming service, Now TV, will be made available on Amazon’s Fire TV set-top boxes and plug-in sticks.
Sky only buried the hatchet with Netflix two years ago, adding the streaming service after years of resistance for fear it could result in customers scrapping their more expensive TV packages. Sky has since added the Mandalorian-powered Disney+ streaming service, while Netflix is also available on BT, Virgin Media and TalkTalk’s pay-TV services.
Amazon, however, which already offers its streaming service via Sky’s rivals, offers a more closely competitive package to pay-TV operators. As well as offering its own streaming service, which includes entertainment and sport programming from football to tennis, it also offers more than 70 extra paid-for channels from other providers.
“Sky Q customers are receiving an early Christmas present on their boxes this year in the form of Amazon Prime Video,” said Stephen van Rooyen, the chief executive of Sky UK & Europe.
For now at least Sky TV customers will need a separate subscription to Amazon’s Prime service to watch its video content. Amazon charges £79 for an annual Prime subscription, which includes access to Prime Video andperks such as free delivery for products bought on Amazon.co.uk, access to thousands of ebooks and Amazon Music. It also offers a Prime Video-only monthly subscription from £5.99.
As viewers increasingly expect to access the content they want to watch in one place, traditional media players such as Sky have pivoted their strategy to become one-stop-shop aggregators of TV and video content by striking deals with partners once considered rivals.
After striking the deal with Netflix, Sky offered customers packages that included the streaming service, such as Sky Ultimate TV at £27 a month.