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Amazon Keeps Its Prime Subscribers in the Amazon Ecosystem

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Streaming on Apple TV or Chromecast

Through its Streaming Partners Program, Amazon (AMZN) offers streaming subscriptions to various media networks like Starz and Showtime through Amazon’s app on Fire TV, Roku, Kindle Fire, and Android (GOOG) devices.

Amazon subscribers can also use their Amazon credentials to log onto the apps of its partners in the Streaming Partners Program. For example, an Amazon subscriber can also log onto the Showtime app on Apple TV (AAPL) or Alphabet’s (GOOG) Chromecast device.

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This is good news for users who want to stream content from the Streaming Partners Program through Chromecast or Apple TV. Earlier this year, Amazon had banned the sales of AppleTV and Google’s Chromecast streaming devices from its own platform. The company stated that these devices were not compatible with its own Prime Video service. The sales of other rival streaming devices such as Roku, Microsoft’s (MSFT) Xbox, and Sony’s (SNE) Playstation will not be affected.

According to a report from Parks Associates, Roku is the leading player in the US streaming device market, with a 37% share as of 2014. The above chart shows that Google Chromecast ranked second in this market, with a 19% share. Apple TV and Amazon Fire TV devices are the third- and fourth-largest players in this market, respectively.

Fire TV

However, Amazon’s Fire TV is quickly catching up to Roku. According to Amazon’s press release, its devices had a record holiday weekend, with sales that tripled compared to the same period last year. Fire TV was the top media streaming player in the US, not only on Amazon.com but also across all of the retailers.

Amazon’s other hardware devices—Fire TV Stick, Echo, and Fire Tablet—also had a good response from customers this holiday season. This is good news for Amazon. The market for streaming or connected devices grew at a rapid rate.

Amazon makes up 6.07% of the PowerShares QQQ Trust Series 1 ETF (QQQ). QQQ has a 4.4% exposure to the Television & Radio sector.

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