Amazon Shuttering ‘Prime' FAST Channel In Germany, Austria

Amazon Shuttering ‘Prime' FAST Channel In Germany, Austria

While major SVODs like Netflix are rumored to embrace free ad-supported streaming TV (FAST) channels, Prime Video's recent closure of its "Prime" FAST channel in Germany and Austria after only 15 months underscores the difficulty of this strategy. This follows earlier curated FAST channel attempts by Netflix in France. Instead of focusing on its own FAST offerings, Prime Video is aggressively expanding its more lucrative Prime Video Channels. The platform recently added numerous third-party streaming services, including HBO Max and Apple TV, for subscribers in Denmark, Norway, and Switzerland, aiming to solidify its position as a leading European entertainment hub with unified billing.

There is a lot of discussion in the entertainment industry press that every major major SVOD is likely to add free ad-supported streaming TV (FAST) channels to their platform right alongside their original productions and licensed programs. The biggest rumors along that line center around Netflix, where stories arguing that FAST channels are on the way to that streamer have circulated for months. But adding those free, ad-supported channels are no guarantee of success, and the latest example of that is in Germany and Austria, where Prime Video is shutting down its “Prime” FAST channel on August 1st, 15 months after their launch. Prime was backended by Palo Alto, Calif.-based Wurl, which supports more than 4 billion monthly hours of viewing across hundreds of channels and more than 50 streaming platforms worldwide through cloud-based software and scheduling service. This is just the latest example of the struggles to launch curated FAST channels designed to blend a linear television experience with original SVOD programming. One of the earliest attempts came from Netflix, which launched a series of curated FAST channels on its platform in France. While Prime Video might still be working out its long-term strategy for curated FAST channels, it continues to aggressively pursue a much-more lucrative business: Prime Video Channels, which offers Prime members access to third-party streaming services through a unified billing process. Prime Video just announced that it is adding a number of new third-party streaming services to subscribers in Denmark, Norway, and Switzerland. They include HBO Max, SkyShowtime, Apple TV, MGM+, Lionsgate+, MUBI, Hayu, Crunchyroll, Universal+ and BritBox. “We are thrilled to bring add-on subscriptions to customers in Denmark, Norway, and Switzerland,” said Elisabetta Carruba, Director, Channels, EMEA. “Customers can now enjoy an unrivalled portfolio of series and movies alongside Prime Originals and Exclusives. This is an important step in our goal of becoming the number 1 entertainment destination for our customers across Europe.” “Expanding our partnership into Norway and Denmark is an important next step as we bring HBO Max to even more Prime Video customers,” added Qaisar Rafique, EVP, Commercial Development EMEA & APAC, at Warner Bros Discovery. “Following successful launches of HBO Max on Amazon Prime Video in territories including the UK, Germany, Australia, and recently New Zealand, this expansion into new territories helps us scale with trusted partners and make it easier for customers to discover and subscribe to the premium entertainment offered by HBO Max on both Prime Video and HBO Max app and website.”