NEW YORK (TheStreet) - Amazon (AMZN) video streaming on Prime Instant Video "nearly tripled" in the past 12 months as the e-retailing giant looks to drive more Amazon Prime subscriptions and bolster its video content offerings, specifically with original programming.
"We've invested hundreds of millions of dollars in great TV shows and movies for Prime members and it's working," said Bill Carr, Amazon's vice president of digital video and music. "As part of their membership, Amazon Prime members can watch their favorite movies and television shows on an unlimited basis, and as we add original content like Alpha House, Bosch, The After, Mozart in the Jungle and Transparent, we have no doubt that customers will be even more delighted with the selection available. And now, with Fire TV, customers have the easiest way to access this content."
Amazon announced the growth (it does not release actual numbers) as a report by Qwilt, which tracks growth in online video usage, notes that Amazon has surpassed Hulu and Apple (AAPL) to be the third highest operator in streaming video usage. Netflix (NFLX) still remains the top place to stream video followed by Google's (GOOG) YouTube.
"In just the last year, Amazon moved from 5th place to 3rd place, passing both Hulu and Apple in terms of the volume of video streaming traffic consumed from their site to US broadband subscribers," Mark Fisher, Qwilt's vice president of marketing and business development, wrote in a blog post on Friday.