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UK Amazon Prime Video Subscribers Prefer Streaming to Downloads

But downloading to mobile devices on the rise

January 10, 2017 | Advertising & Marketing | Video

Amazon Prime Video subscribers in the UK overwhelmingly stream digital video content from the service rather than download it, according to data from GfK. But downloading is on the rise when it comes to viewing via mobile device.

UK Amazon Prime Video Subscribers Who Stream vs. Download Video Content, by Device, Oct 2016 (% of respondents)

Almost 100% of UK adult Amazon Prime users surveyed between April 2015 and October 2016 said they streamed digital video content from the service, whereas just 10% downloaded content from it. Unsurprisingly, the streaming rates where highest for consumption via smart TVs and other connected TV technologies. It was also high among tablet users, with nearly three-quarters streaming video from Amazon to those devices.

Smartphone viewers were a different story. Just over two-thirds of respondents who watched Amazon video content via a smartphone downloaded that content to their device instead of streamed it, GfK found.

Smartphone viewers, however, spent the least amount of time watching such content—about 2.5 hours per week—compared to just over 3 hours weekly for tablet-using subscribers and about 4 hours weekly for smart TV and internet-connected TV viewers.

—Ben Clague

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