Amazon, Sky Sign Multiyear Integration Deal

Sky
Courtesy of Sky

Sky

The deal — which brings Prime Video on the Sky Q service — follows similar arrangements Comcast-owned Sky has signed with Netflix and Disney+

Amazon and Sky have become the latest streaming and pay TV bedfellows, signing a major multiyear deal that will see Amazon content integrated into the services of the Comcast-owned European giant.

The partnership — which comes into force Dec. 14 — will put the Prime Video app on Sky's premium service Sky Q in the U.K., Ireland, Germany, Austria and Italy alongside the likes of Disney+ and Netflix.

The Sky deal with Netflix came into force in 2018. Prime Video will also become available on Sky's Sky Ticket and Now TV devices, while — going in the opposite direction — the Now TV streaming app will be available on select Amazon Fire TV devices and Fire TV Edition smart TVs for the first time.

The Amazon deal, financial terms of which weren't disclosed, is the latest in a series of content partnerships signed by Sky as it looks to bolster its offerings, having recently unveiled arrangements with Discovery+, DreamWorks Animation, Sony Pictures and eOne.

According to analyst Paulo Pescatore of PP Foresight, a deal such as this "seemed unlikely" just a few years ago, but "both companies have now realized the importance of partnering in this rapidly changing world."

It would also be a "huge blow to rivals as Sky is firmly the main destination for all of the key video streaming services and much more," he said.

"Sky Q customers are receiving an early Christmas present on their boxes this year in the form of Amazon Prime Video," said Stephen van Rooyen, Sky's executive vp and CEO for the U.K. and Europe. "Anyone who needs to get stuck into something new after The Undoing on Sky Atlantic will now be able to flip right over to The Boys on Prime Video, without ever leaving Sky Q. Amazon Prime Video TV shows, movies and more will sit alongside Sky Originals and Netflix, as well as apps like Disney+, BBC iPlayer, FiiT and much more."

Added Jay Marine, vp, Prime Video worldwide: "We’re pleased to be bringing our Prime Video app to Sky Q and Now TV devices in time for the holidays. With winter settling in, and our new binge-watch obsession The Wilds about to launch, it’s a perfect time for Sky customers to catch up on our award-winning Prime Video TV shows, movies, and live sport, including Prime Video’s exclusive live broadcasts of 20 English Premier League games this December. Plus, with Now TV launching on Fire TV – customers in the U.K. have never had it better when it comes to choosing what to watch however they are watching."