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Amazon challenge Netflix with new stand-alone Prime Video memberships

Amazon challenge Netflix with new stand-alone Prime Video memberships

The US-only memberships are set to begin later this month (April)

Press Nick Reilly, 18th April 2016 Amazon has announced that they will begin offering monthly stand-alone memberships for Prime Video.
The new US-only memberships, which are set to begin next Sunday, will allow customers to pay $10.99 for Prime (£8), or $8.99 (£6) for just Prime Video.
It is the first time that customers have been allowed to ditch the commitment of an annual Prime subscription – but still comes with the advantages that annual subscribers benefit from.
Customers opting for the prime video option can take advantage of Amazon’s expansive library of films and TV series – alongside shows produced exclusively for the network, such as Transparent, and Man In The High Castle.
Financial analyst Michael Pachter said that the new memberships showed that Amazon was intent on taking over from Netflix as the leading Internet streaming service.
He told the Hollywood Reporter: ‘Amazon is in this to win this. Before, video was an afterthought to free shipping. Now, it’s top of mind. In order for this to succeed, they’re going to have to market it and spend a lot of money on new content.’
The move comes less than a week after Netflix announced that early adopters of the service in the UK would face a price increase if they plan on streaming content in High Definition.
The increase effects all customers that signed up before the previous price rise in May 2014 – and will increase the subscription cost from £5.99 to £7.49 a month.