Virgin Media has added Amazon Prime Video to its pay-TV offering.
Virgin Media will be the first of Liberty Global’s European operations to integrate the Amazon Prime Video app into its Ultra HD V6 set top box, making the service available to approximately four million Virgin customers.
Financial terms of the agreement were not disclosed.
Analysts have pointed to integration of streaming services into pay-TV platforms reducing customer churn, while offering the chance of new subscribers for the streaming companies.
Amazon Prime Video Europe VP Jay Marine said: “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.”
Liberty Global executive VP and CTO Said Enrique Rodriguez added: “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.”