Amazon is expanding its reach in the European market with the launch of its own linear TV channel, Prime. This move aims to bridge the gap between traditional television and streaming services. The channel will debut on April 17, 2025, exclusively for Prime Video members in Germany and Austria, as announced by Christoph Schneider, Country Director of Prime Video Deutschland, to DWDL.
This strategic initiative reflects Amazon’s commitment to streamlining its extensive streaming platform. Prime Video in Germany currently offers SVOD, AVOD, TVOD, and live TV, including public broadcasters. The new linear channel is designed to alleviate content discovery challenges for users accustomed to the simplicity of traditional television. “We want to offer an easy entry point into our Prime Video universe,” Schneider explained.
The launch lineup includes the premiere of the first two episodes of LOL: Last One Laughing at 20:15 CEST. The channel will showcase a diverse range of content, encompassing exclusive Prime Video originals like Reacher, The Lord of the Rings: The Rings of Power, Fallout, Culpa Mia, Maxton Hall, and Perfekt verpasst (featuring Anke Engelke and Bastian Pastewka). Live sports, including UEFA Champions League matches for German viewers and Wimbledon for both German and Austrian audiences, will also be featured. Schneider highlighted that this distinguishes Prime from often monothematic FAST channels.
A key differentiator for Prime is its advertising strategy. While commercials will be present, Schneider stressed that they will be “shorter and less frequent” than those found on conventional television. This approach aligns with Amazon’s broader plan for integrating advertising into its streaming services, offering a TV-like booking model for advertisers while maintaining a positive viewer experience. Moreover, Amazon plans to make viewership data available to advertisers, enabling performance measurement comparable to traditional television channels.