Prime Video Expands Global Reach with New Content Partnerships

Amazon’s Prime Video has significantly expanded its global content offerings with a series of new partnerships this week, enhancing its programming across Europe. On Wednesday, the streaming service announced collaborations with M6+ in France and RTVE in Spain, allowing Prime members access to a range of additional content—including current affairs, sports, and entertainment—at no extra cost. This follows a Tuesday announcement of multiyear agreements that will provide HBO Max as an add-on subscription in Italy, Germany, and Austria.

These recent initiatives are part of a broader strategy to position Prime Video as a comprehensive destination for both first-party content and third-party channels. This week’s deals also include notable channel launches such as ITV+ in the U.K., RTL+ in Germany, and Ligue 1+ in France, among others.

Andrew Bennett, who took over as Vice President of Prime Video Europe at the beginning of 2025, has been instrumental in this expansion. His promotion followed a successful tenure overseeing partnerships, distribution, and strategy across the Europe, Middle East and Africa (EMEA) and Latin America regions.

The surge in partnerships reflects a growing recognition among content providers of the value in distributing their offerings on Prime Video. Bennett emphasized that this trend allows content partners to reach new audiences and devices, moving beyond traditional linear channels. He noted, “We’re starting to see more and more partners recognize the value of distributing on Prime Video.”

The inclusion of HBO Max as a Prime Video add-on is indicative of the mutual benefits seen in existing collaborations. HBO Max has expanded its service to include Italy and Germany after successful partnerships in other European markets. This momentum suggests a positive trajectory for both companies as they adapt their distribution strategies.

Offering free programming from free-to-air broadcasters is another strategic move for Prime Video. Bennett highlighted that the diverse content from partners like M6+ and RTVE is highly relevant to a broad audience. For instance, M6+ will broadcast prominent events such as the World Cup and the Super Bowl, which he believes significantly enhances the value proposition for Prime Video customers.

Bennett explained that the decision to offer partners’ content for free or as an add-on reflects a commitment to aggregating a wide selection for users. “Selection is what really matters,” he stated. The content available through HBO Max, including award-winning shows such as The Last of Us and Hacks, offers subscribers an exciting range to choose from.

Looking ahead, Prime Video is poised to continue expanding its channel offerings. Currently, the service operates on a transactional video on demand (TVOD) model in 25 countries, with plans to introduce additional channels in the coming year. Bennett indicated a strong belief in the benefits of adding channels, including pay-per-view options.

The rapidly evolving landscape of content distribution presents challenges and opportunities for streaming services. Bennett noted that streaming’s fragmented nature necessitates innovative solutions, allowing partners to reach a broader customer base without the need for extensive negotiations or technical integration.

He remarked, “If you’re a new streaming service, this is one of the few ways that you can actually truly get global distribution on every single device.” The ease of signing up and cancelling through Prime Video further enhances its appeal to consumers.

In addressing the balance between subscriber growth and user engagement, Bennett emphasized the importance of both metrics in reflecting the service’s quality. The competition extends beyond traditional media, encompassing social platforms and other streaming services, making consistent engagement vital.

While retaining partnerships has its challenges, Bennett expressed confidence in the value these collaborations offer. He pointed out that most partners continue to expand their presence on the platform, indicating a healthy ecosystem of mutual benefit.

In conclusion, Prime Video’s recent partnership spree underscores its ambition to redefine streaming by combining a first-party subscription service with a marketplace of diverse content. As the streaming landscape evolves, Bennett is keen to communicate that Prime Video’s strategy is fundamentally different from its competitors, focusing on a comprehensive offering that meets varied customer preferences.