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Showtime Future of TV OTT

Amazon's Streaming Partners Program indicates company's thinking about OTT TV

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By Adam Flomenbaum, Co-Executive Editor

December 10, 2015 | 2 min read

Apple may have put its plans for an online TV service on hold, but Amazon is moving forward with the newly introduced Streaming Partners Program. The new program, available initially for Prime members, will allow viewers to add Showtime and Starz subscriptions ($8.99 per month) to Prime memberships.

If Apple was aiming to release some type of TV bundle – whether large like Sony Vue or skinny like Sling TV – Amazon seems to be heading down the a la carte path.

In addition to Showtime and Starz, initial launch partners include A+E Network (Lifetime Movie Club), AMC (Shudder and SundanceNow Doc Club), Gaia, RLJ Entertainment (Acorn TV, Urban Movie Channel, Acacia TV), and Smithsonian (Smithsonian Earth), among others.

The benefits for partners are clear: Amazon is responsible for driving all subscriber acquisition, billing, and customer service. The retailer knows a thing or two about consumer marketing, but more, the most common frustration viewers have with their cable service providers is customer service – something Amazon excels at.

What’s in it for Amazon is more value for its Amazon Prime product, which currently stands at $99 but will likely increase in the coming years.

“The way people watch TV is changing, and customers need an easier way to subscribe to and enjoy multiple streaming subscriptions,” said Michael Paull, Vice President of Digital Video at Amazon. “With the Streaming Partners Program, we’re making it easy for video providers to reach highly engaged Prime members, many of whom are already frequent streamers, and we’re making it easier for viewers to watch their favorite shows and channels.”

Showtime Future of TV OTT

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