Prime Video Expands Global Reach with New Content Partnerships

Amazon’s Prime Video has significantly broadened its content offerings through a series of new partnerships in Europe this week. On March 27, 2025, the platform announced collaborations with French broadcaster M6+ and Spanish public television RTVE, allowing subscribers in those countries to access a range of programming, including news, sports, and entertainment, at no additional cost. Earlier, on March 26, it revealed multi-year agreements to provide HBO Max as an add-on subscription in Italy, Germany, and Austria.

These initiatives are part of a broader strategy to enhance Prime Video’s role as a comprehensive entertainment destination. The recent channel launches also include ITV+ in the United Kingdom, RTL+ in Germany, and Ligue 1+ in France, among others. The expansion reflects Prime Video’s commitment to aggregating both its original content and offerings from third-party channels.

In an exclusive interview with The Hollywood Reporter, Andrew Bennett, who became Vice President of Prime Video Europe in March 2025, discussed the strategic significance of these partnerships. Bennett oversees partnerships and distribution across Europe, the Middle East, Africa, and Latin America. He emphasized that the growing interest from content providers highlights the value of distributing through Prime Video’s platform.

Bennett explained, “We are fully committed to the strategy of being a destination that aggregates our first-party SVOD service, third-party channels, and transactional video on demand (TVOD).” He noted that as partners become more comfortable with the idea of collaborating with streaming services, they recognize opportunities for mutually beneficial arrangements that extend their reach to new audiences.

The partnership with HBO Max is particularly noteworthy, as it marks a significant step in the service’s distribution strategy. Bennett pointed out that HBO Max’s decision to offer its services as a Prime Video add-on in new markets is a reflection of the success both companies have experienced in existing collaborations.

Offering content from free-to-air broadcasters like M6+ and RTVE is designed to appeal to a broad audience. Bennett highlighted that such programming, which includes major events like the World Cup and the Super Bowl, is highly relevant to diverse segments of the population. “Having the World Cup in any country, particularly in a free-to-air experience, is great for customers,” he remarked.

The decision to distribute content as a free offering or as an add-on is based on customer demand and competitive pricing. Bennett reinforced that ensuring a competitive experience on the Prime Video app is crucial. “Selection is what really matters,” he stated, referencing popular programming available through HBO Max and other partners.

As of March 2025, Prime Video boasts content partnerships and channel offerings in multiple countries, with plans to expand further. Bennett expressed enthusiasm for adding more channels and pay-per-view events, indicating that the service is currently available in 25 countries for TVOD. He anticipates this number will increase significantly in the coming years.

Bennett acknowledged the challenges posed by changing distribution models in the streaming landscape. However, he believes that Prime Video’s established distribution footprint provides significant advantages for new and existing partners. He stated, “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 purchasing through Prime Video, combined with its extensive reach across devices, makes it an attractive option for content providers. Bennett explained that many customers already have their payment information saved, enhancing the user experience.

When discussing subscriber growth and user engagement, Bennett emphasized that both metrics are essential for measuring the platform’s success. He noted that the frequency with which customers engage with the service is a strong indicator of the quality of content being offered.

Despite the competitive nature of the streaming industry, Bennett expressed confidence in retaining partnerships. He mentioned that the benefits of collaborating with Prime Video have proven valuable, with most partners expanding their presence rather than leaving the platform.

In conclusion, Bennett highlighted the unique position Prime Video occupies in the streaming market. He stated, “We are completely different from our competitors.” While Prime Video has its own library of original and exclusive content, the platform’s marketplace model—offering channels like HBO Max and Apple TV+—provides a comprehensive entertainment experience that sets it apart from other services.

As Prime Video continues to innovate and expand its offerings, it aims to solidify its status as a leading destination for diverse programming.