Amazon Video is now offering add-on subscriptions.
Amazon Video is now offering add-on subscriptions.

Amazon announced its new Streaming Partners Program on Tuesday as the company tries to turn its Amazon Video platform into a marketplace for cord cutters.

Those who already pay $99 for an annual Amazon Prime membership can now add stand-alone streaming subscriptions from content providers like Showtime and Starz — both of which cost $8.99 per month. The idea is to turn Amazon Video into the central hub where cord cutters can manage, watch and pay for all the subscriptions services they can dream of.

amazonvideo11It’s a similar model we’ve seen recently from Hulu. Right now, people — like myself — who choose streaming services over traditional cable packages have to deal with separate accounts and apps for every channel they want to watch. But if Amazon’s marketplace gains traction, I can imagine a day when the Amazon Video app is the only one I would need for all my late night binging sessions.

Amazon launched the program on Tuesday with about 30 subscriptions to choose from, including one that gets you Comedy Central stand-up for $3.99 per month, and another for Sundance documentaries for $6.99. Every option comes with a free seven-day trial, simultaneous streaming during live broadcasts and sometimes a discounted rate. A Showtime subscription, for example, normally costs $10.99 per month when it’s not bundled with a cable package — about $2 more than Amazon is charging.

For the content providers, Amazon says the offering lets them reach millions of potential subscribers, while Amazon does all the work. The company says it handles customer service, billing, credit card issues and streaming infrastructure.

“The way people watch TV is changing, and customers need an easier way to subscribe to and enjoy multiple streaming subscriptions,” Amazon vice president of Digital Video Michael Paull said. “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.”

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