Amazon picked up a couple Golden Globe Awards last month for its original video programming, and now it seems the company has something else to celebrate in the world of video streaming.
Amazon Prime members, on average, watch video on Amazon more frequently than Netflix subscribers watch video on Netflix, according to a new report by Consumer Intelligence Research Partners.
According to the report, Prime subscribers use Amazon for video an average of 13.4 times in a month, compared to Netflix subscribers who use the service an average of 12.7 times a month. Amazon is in the lead because it offers a combination of both a la carte video for purchase and subscription-based streaming, so Prime customers can buy videos directly from the Seattle-based tech giant even if the videos are not available for free streaming.
Comparing streaming video services alone, Netflix still comes out ahead: Prime users only take advantage of Amazon’s streaming offering an average of 8.3 times a month. That’s hardly surprising, since the company was one of the first on the streaming video subscription scene.
Apple’s iTunes Store doesn’t get as much overall usage as subscription services do, but it’s still one of the top places for people to buy or rent video content online. iTunes users buy or rent videos an average of 4.9 times a month.
Amazon is still pushing to add new users to its video service. The company has invested large sums into its video infrastructure, offering two different solutions — Fire TV and the Fire TV Stick — for accessing its video service on TVs, and creating season after season of original video pilots.