From spring 2021 you will (in the UK [for now]) be able to get BritBox on Prime

In the UK (though we wonder if this is a first step) you will be able to get BritBox on Prime from the coming spring. It’s not free, but will work like the other channels also available on the Prime platform. According to the announcement, this means BritBox UK will now be easily accessible on over 40 million devices, which represents approximately 90% of video-on-demand homes. Note also:

Prime Video Channels allows Prime members to add-on channel subscriptions through Prime Video for a low monthly fee, available individually without the need to sign up to a bundle or contract

Will this make a big difference? More customers is clearly great for BritBox and extending the channel reach of Prime is a good positioning differentiator for Prime (as well as the other Prime benefits), but we suspect the big prize is in reaching out to other territories. Is there an implication for BBC America if so? We’ll dig into it and let you know.

It’s a good time to remember just how much (potentially) you can access through Prime (for more money); as Amazon says:

Prime members can add 70+ channels like Discovery, ITV Hub+, Eurosport Player, hayu, Starzplay and more — no extra apps to download; no long-term contract required. Only pay for the ones you want, and cancel anytime. View the full list of channels available at Amazon.co.uk/channels.

We see this all part of the evolution of access to content and another dimension in the ongoing reformation of the viewing market. As ever we’ll keep you up to date here on CultBox.