Prime Video is making strides in the streaming marketplace, and small business owners could benefit from its innovations. At the recent Engage 2025 event in Culver City, California, industry leaders gathered to explore how collaborative efforts in streaming can enhance business growth.
The centerpiece of the event was a showcase of Prime Video’s unique marketplace, which unifies add-on subscriptions, transactional video-on-demand (TVOD), and free ad-supported streaming TV (FAST) services. With over 500 million annual TVOD transactions and a staggering rate of subscription growth, this model is evolving the traditional programming-distribution relationship into a more collaborative environment. As stated by Albert Cheng, Vice President at Prime Video, "Our marketplace isn’t based on a traditional programmer-distributor dynamic—it’s a collaboration in which we jointly deliver a premium experience."
For small business owners, this shift represents an opportunity to tap into a larger audience. With more than 200 million Prime members globally, aligning with a platform like Prime Video can enhance visibility and consumer access. The burgeoning fast user growth—130% year-over-year—also indicates a significant market demand that businesses could potentially leverage through strategic partnerships.
Jonathan Carson, Co-Founder and CEO of Antenna, presented insights into the current state of the streaming market, affirming that U.S. subscription video-on-demand (SVOD) services are still on the rise, with an 11% increase from March 2024 to March 2025. For small business owners contemplating entry into the streaming space, this suggests a robust and growing market.
Churn rates, often a concern for subscription-based models, are stabilizing, with about one in three subscribers returning within a year after cancellation. “Third-party distributors drive significant growth,” Carson said, noting that Prime Video add-on subscriptions accounted for 25% of U.S. SVOD signups in the first quarter of 2025. This represents a critical insight for small businesses: partnerships with larger platforms can open doors to customer bases that are otherwise hard to reach.
Prime Video’s commitment to innovation was underscored by Tricia Lee, Director of Product and Data for Prime Video’s Partner and Content Foundations organization. The company is exploring artificial intelligence applications that can refine content quality and ensure better user experiences. “Generative AI is fundamentally changing everything…and entertainment is no exception," Lee stated. Small businesses can consider how integrating AI tools could enhance their own services or products, making them more competitive.
Another critical discussion point at the event was the introduction of ads on Prime Video. Jeremy Helfand, Vice President of Prime Video Advertising, reported a 40% increase in engagement since ads were launched, with lower-than-expected churn rates. “We’re building a full funnel advertising business at Prime Video," he added. This trend highlights the potential revenue avenues for small businesses willing to embrace advertising in their strategies.
However, as small business owners explore these opportunities, several challenges need attention. The rapid evolution of technology, especially in AI, poses questions about data ownership, content quality, and ethical implications. Furthermore, the competitive nature of platforms like Prime Video means businesses must consider how to stand out amid a sea of offerings and advertisements.
The Engage 2025 event demonstrated that adaptability and willingness to collaborate are essential for growth in today’s streaming climate. For small businesses, learning from these industry leaders may well pave the way for future advancements and opportunities. Joining networks like Prime Video’s could provide a foothold in a dynamic market, fostering both exposure and potential revenue growth.
To explore the full details of the event and Prime Video’s initiatives, visit the original press release here.
Image Via Envato: ijeab
