Foxtel’s aggregation strategy steps up a gear later this year with the addition of Amazon Prime Video to the Foxtel Set-top boxes.
Having launched Netflix within their overhauled user interface two years ago, they’ve added more services in dribs and drabs, with SBS On Demand, ABC iView and YouTube all built in now.
But to be a true one-stop-shop the Foxtel box needs to add more – much more. Just look at the number of services available on Fetch and you’ll see where Foxtel needs to be if it is going to complete it’s pivot from “Pay TV Company” to “Aggregator” of content.
The addition of Amazon Prime Video to IQ3 and IQ4 boxes, as well as the soon to launch IQ5 exposes Amazon to a couple of million Aussie homes, a great growth strategy for Amazon, while it continues to show Foxtel as a more open platform to those existing users.
Amazon’s Aussie originals like Luxe Listings Sydney, The Test, Back to the Rafters and more makes Amazon a pretty appealing option to the content loving Foxtel user.
Foxtel boss Patrick Delany said “This agreement is a significant milestone in our transformation strategy, bringing another entertainment powerhouse to our Foxtel customers and giving them convenient access to even more world-class entertainment.”
“It accelerates our strategy for Foxtel to be an aggregator of the world’s best streaming content, adding to the apps we already have on Foxtel set-tops including Netflix, ABC iView, SBS On Demand and YouTube.”
Amazon’s Prime Video boss in Australia Hushidar Kharas spoke of the launch saying “As a customer obsessed company, we are always looking for new ways to be more accessible to our customers. By distributing with leading subscription television services like Foxtel, Prime Video’s content will be even more accessible to entertainment hungry Australians, and give them greater access to watch new releases such as the upcoming Amazon Exclusive series Nine Perfect Strangers and the Australian Amazon Original Series Back to the Rafters. This launch will also allow more of our customers to access the Prime Video Store and rent or buy their favourite new release and classic movies via the Foxtel set-tops.”
No exact timeline, but Foxtel say the Amazon Prime Video app will be available by the end of 2021.