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Amazon Prime nets nearly half of new streaming consumers in Q4 Amazon Prime secured nearly half of new UK sign-ups to subscription video on demand (SVoD) services in the fourth quarter of 2020, according to data from Kantar’s Entertainment on Demand service. The figures show Amazon secured 49.1% of new subscriptions in Q4, meaning 53.5% of UK households are now Prime members. Nearly 2 million households joined Prime during 2020, and 16.7 million British households had at least one SVoD subscription by the end of the year. More Amazon Prime members used Prime Video during the period, with 62.6% watching programmes compared to 60.5% in the previous quarter.

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