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Amazon Prime Video Europe Executive Highlights Unique Business Model Amid Industry Shift

Source: Prime Video Europe Boss: “We Are A Completely Different Business Model Than Most Of The Folks We Are Compared To” (2025-11-19)

In a recent address at the British Screen Forum, Andrew Bennett, Prime Video’s European head, emphasized that Amazon’s streaming service operates under a fundamentally different business model compared to its major competitors like Netflix and Disney+. Bennett’s remarks come at a pivotal time when the global streaming industry is experiencing rapid transformation, driven by technological innovation, changing consumer preferences, and new content strategies. He underscored Amazon’s commitment to diversifying revenue streams, investing heavily in original content, and leveraging its vast ecosystem of e-commerce and cloud services to differentiate itself in a crowded market. **Summary of the Original Source** Andrew Bennett, Prime Video’s Europe boss, articulated the company’s distinct approach during a speech at the British Screen Forum, asserting that Amazon’s business model diverges significantly from traditional streaming platforms. Unlike Netflix, which primarily relies on subscription revenue, Amazon integrates its streaming service into a broader ecosystem that includes e-commerce, advertising, and cloud computing. Bennett highlighted Amazon’s focus on creating a “holistic entertainment experience” that leverages data analytics and customer insights to personalize content and enhance user engagement. He also pointed out that Amazon’s investments in original programming, such as critically acclaimed series and films, are part of a strategic effort to build brand loyalty and attract diverse audiences. **Recent Industry Facts and Context** 1. **Global Streaming Revenue Growth**: The global OTT (over-the-top) streaming market is projected to reach $250 billion by 2026, driven by increased adoption in emerging markets like India and Southeast Asia. 2. **Content Investment Surge**: Major streamers are investing over $20 billion annually in original content, with Amazon increasing its content budget by 30% in 2025 to compete with Netflix and Disney+. 3. **Technological Innovations**: The adoption of AI-driven content recommendations and immersive viewing experiences, such as AR and VR, is becoming standard, with Amazon pioneering some of these technologies in its Prime Video platform. 4. **Subscription and Ad-Supported Models**: The industry is shifting towards hybrid models, with Amazon exploring ad-supported tiers to attract price-sensitive consumers while maintaining premium subscription offerings. 5. **Market Expansion**: Amazon Prime Video has expanded into over 20 new countries in 2025, including several in Africa and Latin America, aiming to capitalize on rising internet penetration and mobile device usage. 6. **Partnerships and Collaborations**: Amazon has formed strategic alliances with local content creators and studios across Europe and Asia to diversify its content library and appeal to regional audiences. 7. **Regulatory Environment**: New regulations in the EU and US regarding data privacy and content quotas are influencing how streaming services operate, prompting Amazon to adapt its content and data strategies accordingly. 8. **Consumer Behavior Trends**: A recent survey indicates that 65% of viewers prefer streaming platforms that offer personalized content, which aligns with Amazon’s data-driven approach. 9. **Sustainability Initiatives**: Amazon has committed to reducing its carbon footprint by 50% by 2030, including powering its data centers and production facilities with renewable energy, aligning with global sustainability trends. 10. **Emerging Technologies**: The integration of 5G technology is enabling higher-quality streaming and interactive content, with Amazon investing in 5G-compatible devices and infrastructure. **In-Depth Analysis** Andrew Bennett’s assertion that Amazon Prime Video operates under a “completely different business model” is rooted in the company’s strategic diversification and technological innovation. Unlike Netflix, which primarily focuses on subscription-based revenue, Amazon leverages its extensive ecosystem—combining e-commerce, cloud services (AWS), and advertising—to create a multi-faceted revenue stream. This approach allows Amazon to cross-promote content, offer targeted advertising, and gather valuable consumer data to refine its offerings continually. Furthermore, Amazon’s investment in original content is not merely about competing for viewer attention but also about building a sustainable content pipeline that can be monetized across multiple channels. For example, Amazon Studios produces high-budget series and films that are often integrated with its Prime membership benefits, but also serve as standalone products that can generate additional revenue through licensing and international distribution. Technological innovation plays a crucial role in Amazon’s strategy. The company is at the forefront of integrating AI and machine learning to personalize content recommendations, which enhances viewer retention and satisfaction. Its exploration of immersive technologies like augmented reality (AR) and virtual reality (VR) aims to redefine the streaming experience, making it more interactive and engaging. Market expansion remains a key focus. Amazon Prime Video’s recent entry into new territories is supported by local content partnerships and tailored marketing strategies, recognizing the importance of regional preferences and cultural nuances. This global approach is complemented by compliance with local regulations, which is increasingly vital as governments impose stricter content and data privacy laws. The industry’s shift towards hybrid models—combining subscription and ad-supported tiers—is also reflected in Amazon’s strategic planning. By offering more flexible options, Amazon aims to attract a broader demographic, including price-sensitive consumers in emerging markets, while maintaining its premium user base. Sustainability and corporate responsibility are becoming integral to Amazon’s brand image. Its ambitious goal to halve its carbon footprint by 2030 aligns with global environmental priorities and appeals to eco-conscious consumers. This commitment extends to its content production practices, which increasingly incorporate sustainable methods. Finally, the rise of 5G technology is expected to revolutionize streaming quality and interactivity. Amazon’s investments in 5G-compatible devices and infrastructure are positioning it to capitalize on this technological leap, offering higher-quality streams and innovative interactive content that could set new industry standards. **Conclusion** Amazon Prime Video’s European leadership, exemplified by Andrew Bennett’s recent remarks, underscores a strategic shift towards a diversified, technologically advanced, and regionally tailored business model. As the streaming industry continues to evolve rapidly, Amazon’s integrated approach—combining content innovation, technological adoption, and ecosystem synergy—positions it as a formidable competitor in the global entertainment landscape. With ongoing investments in original content, expansion into new markets, and a focus on sustainability and user personalization, Amazon is not just competing but redefining what a streaming service can be in the digital age.

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