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Amazon U.K. Streaming Traffic Up 70% Since 'Prime' Rebrand

3 Sep, 2014 By: Erik Gruenwedel

Amazon announced that streaming traffic in the United Kingdom has increased 70% since it rebranded its Lovefilm movie service in February to Amazon Prime Instant Video.

The data does not apply to Amazon Prime in the United States, although Wedbush Securities' Michael Pachter in July said he believed Prime's global membership topped 27 million.

While the e-commerce behemoth follows Netflix’s playbook in not disclosing actual streaming data, it said the availability of original programming — including CBS sci-fi series “Extant,” starring Halle Berry, “Vikings,” “Black Sails” and “The Walking Dead,” has helped fuel the surge in subscriber streams.

The self-fulfilling disclosure comes as Amazon bowed pilots to five new series — dramas “Hand of God” and “Hysteria,” and comedies “The Cosmopolitans,” “Really” and “Red Oaks" — and Netflix readies service launches in six European countries, including France, Germany, Switzerland, Belgium, Luxembourg and Austria.

“Customers tell us that they love exclusive content and we see that these movies and TV shows almost always enter the top five most-watched lists immediately,” Chris Bird, film strategy director with Amazon Prime Instant Video U.K., said in a statement.

Meanwhile, this fall Amazon launches original series “Transparent,” starring Jeffrey Tambor, Roman Coppola’s “Mozart in the Jungle,” and a third season of “Ripper Street,” which was canceled by BBC One and resurrected by Amazon Studios.

Other original series include political comedy “Alpha House,” sci-fi thriller “The After,” and LA detective serial “Bosch.”

“Over the past few months we have continued to make improvements … launched on new devices, [and] added new functionality,” Tim Leslie, VP of Amazon Instant Video Europe, said in a statement.

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