In an increasingly crowded streaming ecosystem, Amazon Channels is proving to be a critical discovery and distribution engine for subscription video-on-demand (SVOD) platforms, especially niche services. According to new analysis from Hub Intel’s Deep Dive: 'Partners in Prime' report, 91% of niche SVOD subscriptions as of Q2 2024 were acquired through an aggregator, and 58% of those came directly through Amazon Channels. This marks a significant increase from 2021, when Amazon accounted for 41% of subscriptions to platforms like Paramount+, Discovery+, and Starz.
Amazon’s vast ecosystem offers a unique value proposition by solving one of the biggest challenges in streaming today: visibility. “While those of us in the business think of platforms as unique snowflakes, for most consumers it’s all a blur,” the report notes. Many viewers struggle to differentiate between platforms, making Amazon’s embedded marketplace a vital avenue for exposure and user acquisition—particularly for smaller services that lack broad brand awareness or marketing muscle.
The study identifies two key consumer segments: Prime Video users who subscribe to at least one add-on channel through Amazon, and those who don’t. Among subscribers using Amazon Channels, 65% said that TV is an “essential” or “very important” part of their lives, compared to only 47% of Prime users without channel add-ons. These users are not only more engaged with TV in general, but they also gravitate toward fresh, exclusive content. Over half of Channels users said the show they most recently discovered and loved was in its first season, compared to just one-third of Prime users without add-ons. Two-thirds said their favorite show was an original or exclusive, and two-thirds also indicated they had planned to watch it before it premiered—suggesting a more intentional and informed engagement with programming.
This heightened engagement positions Amazon Channels as more than just a distribution funnel—it’s a behavioral amplifier for premium, original content. According to Hub’s Conquering Content study, Channels users tend to spend the bulk of their viewing time on brand-new content rather than rewatching familiar titles, indicating their role as early adopters and tastemakers.
Still, while Amazon Channels clearly supports discovery and initial growth for streamers, the long-term question is whether it helps platforms build sustainable subscriber bases—or simply drives high-churn traffic. The concern for content owners is whether these subscribers are loyal to the platform or merely to the convenience Amazon provides. As aggregators like Amazon consolidate their role as gatekeepers, streamers must weigh the benefits of reach and exposure against the challenges of brand dilution and retention.
Ultimately, the findings suggest that for niche platforms aiming to scale in a fragmented market, Amazon Channels is no longer optional—it’s essential. But as the battle for subscriber loyalty intensifies, understanding the behavioral dynamics of aggregator-based users will be key to translating acquisition into long-term growth.