Over 50 million people consider themselves Amazon Prime members, according to RBC, and among the 4,000-plus US Amazon consumers polled by the firm in September 2014, 37% were Prime members. While the research suggested that free shipping on purchases remained the top reason for Prime membership, access to music and video streaming—another perk—is becoming more of a draw.
In September 2014, 10.1% of members said Amazon’s unlimited video streaming service was the primary reason for signing up for Amazon Prime. Though this was still small, it was up from 9.2% in June 2014 and 7.9% in May 2013.
The interest in unlimited video streaming is in line with a larger shift in consumers’ methods of video consumption; digital and alternative options are playing a bigger and bigger role. Digital TV Research Limited estimates released in November 2014 projected that the number of US subscription video-on-demand (SVOD) subscribers—those who subscribe for Netflix, Amazon Prime and Hulu, for example—would rise from 43.5 million in 2014 to 61.6 million in 2020. Read the rest at eMarketer.