Amazon Streams Past Hulu and Apple — Still Behind Netflix, Though
Amazon wants you to know that it’s doing better than Hulu and Apple in terms of streaming video usage. But instead of releasing any internal data, the company is touting a study by video-delivery firm Qwilt that says streams on Prime Instant Video, across some US broadband networks, nearly tripled (278%) in the past year.
Overall, Amazon’s “traffic volumes” increased by 94% from March 2013 to March 2014 — good enough for Amazon Prime Instant Video to leapfrog past both Hulu and Apple to become the third biggest producer of online video traffic in the US, according to Qwilt.
Amazon”s traffic volumes, as measured by Qwilt in March of 2014, increased by 94% over the previous 12 months.
“We’ve invested hundreds of millions of dollars in great TV shows and movies for Prime members and it’s working,” said Bill Carr, VP of digital video and music for Amazon, in a statement.
That said, Amazon is still light-years behind the top two online video traffic hogs: Netflix and YouTube. Per Qwilt data (via Variety), Amazon accounted for 3% of the online video market in the past 12 months, far below Netflix’s 57.5% share and YouTube’s 16.9% cut.
The data comes from Qwilt’s measurement of MSO broadband providers that use Qwilt’s video caching, delivery, and analytics tools.
Last week, Amazon introduced the Fire TV, the company’s latest effort to take command of increases in digital video consumption. The connected-TV box offers access to Amazon Prime Instant Video, as well as competitive apps including Netflix and Hulu Plus.
And as you are all well aware of by now, the company has spent the past year exclusively licensing TV shows like “Downton Abbey” and “Dora the Explorer,” as well as producing an ever-expanding slate of original series — all designed to drive more subscribers and viewers to its platform.Tags: Amazon, Amazon Prime Instant Video, Apple, Hulu, hulu plus, Netflix, qwilt, Research, youtube