Prime Video Is Gaining on Free Shipping as the Main Reason People Subscribe to Amazon Prime [IndieWire]

Prime Video Is Gaining on Free Shipping as the Main Reason People Subscribe to Amazon Prime [IndieWire]

BY BRIAN WELK

June 28, 2024 | Perhaps Amazon Prime is not just a means of getting next-day toilet paper directly to your door. A new survey suggests that Amazon Prime Video is becoming so important to Prime users, it is closing the gap on the e-retailer’s free, fast shipping as the top reason people subscribe to Amazon Prime.

A Tuesday research note by the investment-banking firm Evercore ISI, obtained by IndieWire, has the latest results of an annual survey of 1,100 Amazon Prime members in the U.S. over the last two weeks. The analysts there found a spike in the number of members who listed Prime Video as one of their top reasons for maintaining a subscription to the Amazon services bundle (respondents could pick from multiple options). Sixty-one percent of respondents chose Prime Video among the main reasons they subscribe; 73 percent chose the shipping benefit.

The two top perks are trending in very different directions. In the prior three years of the survey, free shipping hovered above 80 percent, while Prime Video sat around 45 percent.

Read more on IndieWire.

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