Prime Video recently hosted its Engage 2025 event at the Culver Theater in Culver City, California. The gathering featured discussions with leaders from various partners including Apple, BBC Studios, Globo, Hallmark, Hearst Networks, Lionsgate Entertainment, PBS, SkyShowtime, Sony Pictures Entertainment, and Warner Bros. Discovery. The event was led by Kelly Day and Albert Cheng of Prime Video.
Prime Video’s marketplace combines add-on subscriptions, TVOD (Transactional Video on Demand), and FAST (Free Ad-supported Streaming TV) services to provide entertainment to Amazon customers worldwide. “Our marketplace isn’t based on a traditional programmer-distributor dynamic—it’s a collaboration in which we jointly deliver a premium experience,” said Cheng.
Jonathan Carson from Antenna presented insights into the streaming landscape. According to Antenna estimates, U.S. SVOD (Subscription Video on Demand) subscriptions rose by 11% from March 2024 to March 2025. Carson highlighted that churn rates are stabilizing and noted significant growth driven by third-party distributors like Prime Video.
Carson provided an example of HBO Max losing subscribers after ending its partnership with Prime Video in 2021 but gaining new signups when it returned the following year. Tricia Lee of Prime Video discussed upcoming AI innovations aimed at enhancing content quality and subtitle synchronization.
“We all know that Generative AI is fundamentally changing everything,” Lee stated regarding Amazon’s efforts in this technological area.
