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Liberty to integrate Amazon Prime Video app

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Marvellous-Mrs-Maisel.jpg?resize=900%2C6Virgin Media is to become the first Liberty Global company to integrate the Amazon Prime Video app into its TV platform.

The deal with the parcel delivery firm turned entertainment provider is the latest piece in Liberty’s strategy of combining over-the-top video apps from the major streaming platers with its own content and TV functionality.

Enrique Rodriguez, Liberty Global’s EVP and Chief Technology Officer said: “We’re excited to partner with Amazon to deliver its highly-popular content, including Amazon Originals and Exclusives, directly to our consumers. We know our customers want to see their favourite shows and programming on their big screen at home, and our partnership with streaming services like Amazon continues to make that happen.”

Customers will be able to view both Amazon Originals such as The Marvelous Mrs Maisel (pictured), Tom Clancy’s Jack Ryan and The Grand Tour, and its planned coverage of 20 live Premier League games.

Jay Marine, Vice President, Amazon Prime Video Europe commented: “We have made it even easier for our customers to enjoy Prime Video including Amazon Originals like The Grand Tour, The Marvelous Mrs Maisel and the highly-anticipated Good Omens starring Michael Sheen and David Tennant. We are excited that these shows and many others, award-winning movies and our forthcoming exclusive Premier League matches will all be available on Virgin Media’s V6 box for millions of Prime members across the country.”

Virgin Media customers will be able to access the Prime Video application through Virgin TV from this Summer.

Broadband TV Views: Virgin Media is not the first UK operator to offer Amazon Prime Video to its subscribers, having been beaten to the chase by BT in June 2018. However, the Liberty deal is significant as it spells the rollout of Amazon content across the Liberty footprint. Similar deals with other operators are likely to follow, with Disney not too far behind as the new streaming services look to take advantage of a hitherto favourable reception by viewers of premium services. A similar deal was struck by Liberty with Netflix in June 2016.

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