Sky & Amazon strike European deal to expand Prime Video’s reach

The Marvelous Mrs. Maisel

Amazon and Sky have struck a deal that will see the former’s Prime Video service finally launch on Sky Q across Europe.

The absence of Amazon Prime Video – statistically the largest streamer available in the UK in terms of content library size – was one of the major criticisms of Sky Q as a platform.

This deal, however, will rectify that after years of user requests, with viewers in the UK, Ireland, Germany, Austria and Italy now able to access Prime Video’s full service via their set-top box, including library, purchases, rentals and Amazon Prime Channels.

The deal will also see the Now TV and the German Sky Ticket apps come to Fire TV devices. Now TV is coming to UK Fire customers first from 14 December, with a wider rollout of Now TV and Sky Ticket in early 2021.

PP Foresight analyst Paolo Pescatore says that a partnership which “seemed unlikely a few years ago” shows that both companies “have now realised the importance of partnering in this rapidly changing world.”

He added: “This will be a huge blow to rivals as Sky is firmly the main destination for all of the key video streaming services and much more.”