Amazon Has Half as Many Paid Streamers as Netflix - But 50 Percent More Than Hulu (Report)

Getty Images

At long last, we finally have an idea of how many viewers Amazon is pulling in with its Prime Video service — and it’s less than half as many as industry leader Netflix.

The tech juggernaut has about 26 million Prime subscribers who stream video content in the U.S., according to internal documents shared by Reuters on Thursday. Amazon has been infamously tight-lipped on how many Prime accounts it has — and what portion of those use the video streaming service as oppose to perks like free two-day shipping on a swath of products.

For comparison, Netflix has more than 54 million domestic subscribers, and 117.6 million worldwide. Hulu had 17 million viewers paying for on-demand and live TV at the end of 2017.

Also Read: John Oliver Slams Jeff Bezos Over Bidding War for Amazon's 2nd HQ (Video)

Internal documents revealed “The Man in the High Castle,” an alternate-reality series that imagines taht Germany won World War II, netted “1.15 new subscribers worldwide based on Amazon’s accounting.” The show had 8 million viewers overall for its first season as of early last year, according to Reuters.

A rep for the company did not respond to TheWrap’s request for comment.

Amazon has been heavily investing in TV and movies, earmarking $5 billion per year for original content.

The Seattle-based company broke through in Hollywood with “Transparent,” becoming the first streaming service to earn a Golden Globe for Best Comedy Series in 2015. Star Jeffrey Tambor won back-to-back Emmys for his performance as a transgender woman. But the show is in flux, with Tambor fired after sexual misconduct claims last fall, and a meager 1.3 million viewers streaming its third season, according to internal documents.

Also Read: Will Amazon Add Target to Its Cart in 2018?

There’s a reason Amazon is betting big on video: It keeps customers buying products within its ecosystem. Prime subscribers, paying $12.99 on a monthly basis, are more likely to buy electronics, books and toilet paper from Amazon while they’re streaming.

CEO Jeff Bezos explained his company’s game plan at the 2016 Code Conference.

“We get to monetize [Amazon Prime Video] in a very unusual way,” said Bezos. “When we win a Golden Globe, it helps us sell more shoes. And it does that in a very direct way. Because if you look at Prime members, they buy more on Amazon than non-Prime members, and one of the reasons they do that is once they pay their annual fee, they’re looking around to see, ‘How can I get more value out of the program?’ And so they look across more categories — they shop more. A lot of their behaviors change in ways that are very attractive to us as a business. And the customers utilize more of our services.”

How Streaming Networks Invaded the Emmys: From 'House of Cards' to 'Handmaid's Tale' (Photos)

The streaming services are taking over the Emmys. Four years after "House of Cards" opened up the major categories to online content providers with three wins, Netflix, Hulu and Amazon have hit an all-time high with a combined total of 126 nominations. But how did we get here?
"House of Cards"
The political thriller became the first streaming-only original series to get nominated in major Emmy categories in 2013. It won three that year, including Outstanding Directing in a Drama Series and Outstanding Casting. The show has been nominated for 53 Emmys in total, six of which turned into major category wins.
Netflix
"Orange is the New Black"
Netflix seemed to be on a critical roll after "Orange is the New Black" debuted in 2014. It was nominated for 12 awards, including five in acting categories. Uzo Aduba, who plays Suzanne Warren, won for Guest Actress in a Comedy Series. She won a second time in 2015.
Netflix
"The Unbreakable Kimmy Schmidt"
The Tina Fey-produced comedy was called the "first great sitcom of the streaming era" and the Emmy voters seem to agree. Since premiering in 2015, the show has garnered 16 nominations.
Netflix
"Transparent"
"Transparent" was -- and still is -- Amazon Prime's flagship show. In 2015, following its debut season, it won an unprecedented five Emmy awards, including Outstanding Directing in a Comedy Series for Jill Soloway and Outstanding Lead Actor in a Comedy for Jeffrey Tambor. The show has been a continuous staple at the Emmys since.
"Grace and Frankie"
2015 was a big year for streaming services at the Emmys. "Grace and Frankie" was yet another Netflix series that earned nominations in major categories. The show has continued to be a consistent presence at the awards ever since -- specifically in acting categories.
Netflix
"Jessica Jones"
The Marvel Netflix show became the first of the Defenders universe to get an Emmy win, for Outstanding Original Main Title Theme Music.
Netflix/Marvel
"Master of None"
The big addition at the 2016 Emmys was the Aziz Ansari-led comedy "Master of None." The Netflix series earned Ansari nominations for acting, writing and directing -- and a win for writing with his colleague Alan Yang. He'll get another shot in 2017 with more nominations in the same categories, including Outstanding Comedy Series.
TheWrap
"Stranger Things"
2017 is a huge year for Netflix, with 91 nominations for the streaming giant overall. And sleeper hit "Stranger Things,"created by relative newcomers Matt and Ross Duffer, earned a staggering 18 of them, including Outstanding Drama Series. For a genre show released with little marketing, this is quite a feat.
Netflix
"The Crown"
The hugely popular (and acclaimed) period drama about the life of Queen Elizabeth II earned Netflix five Emmy nominations this year.
Netflix
"Handmaid's Tale"
In 2017, Hulu established itself as a serious original programming contender with this adaptation of Margaret Atwood's seminal novel. The highly acclaimed series not only became arguably the defining political commentary of the early Trump-Era, it also went on to make history for Hulu with 13 nominations.
Hulu
"The Beatles: Eight Days a Week"
Hulu didn't stop with "The Handmaid's Tale." This documentary about the Beatles earned five nominations.
Getty Images
"Black Mirror"
The anthology series didn't qualify for the main Emmys until the third season arrived on Netflix. It got three nominations in 2017, including two for the episode "San Junipero" -- which was nominated for Outstanding Television Movie, despite being a part of an anthology.
Netflix

1 of 13

Netflix, Hulu and Amazon have a combined 126 nominations this year

The streaming services are taking over the Emmys. Four years after "House of Cards" opened up the major categories to online content providers with three wins, Netflix, Hulu and Amazon have hit an all-time high with a combined total of 126 nominations. But how did we get here?

View In Gallery

How Streaming Networks Invaded the Emmys: From 'House of Cards' to 'Handmaid's Tale' (Photos)

Related Content

Here’s What You Can Stream on Amazon Prime in April

Amazon Orders First Animated Comedy Series From ‘Bojack Horseman’ Duo

Viola Davis to Star in Amazon Film ‘Troupe Zero’