Apple TV+ will be available as a $9.99 monthly add-on with Amazon Prime Video in the U.S., allowing users to use the service in one app with a single bill, the companies announced. The deal has the mutual upside of adding the cachet of award-winning Apple originals like “The Morning Show” and “Ted Lasso” to Amazon Prime, while getting Apple TV+ in front of Prime’s more than 100 million U.S. households. Apple doesn’t release specific subscriber numbers for Apple TV+, which has reportedly accrued about 25 million paid global subscribers since its 2019 launch.

“In the second quarter of 2024, Amazon Prime Video and Netflix were the most popular subscription video-on-demand services in the United States with market shares of 22 percent, based on the users’ interest in adding content to their watch lists of certain streaming platforms,” according to Statista. “Max followed with a market share of 14 percent.”

Apple TV+, which has seen the highest increase in subscribers compared to other SVOD platforms, currently holds a 9 percent share of the market and is projected by some to reach more than 44 million viewers by the end of this year.

“Amazon Prime Video has an ad-supported reach of 200 million customers worldwide, including 115 million in the U.S.,” notes Backlinko, citing Amazon’s own figures. “According to eMarketer estimates, the number of Amazon Prime Video viewers in the U.S. reached 163.6 million in 2024.”

“We want to make Apple TV+ and its award-winning library of series and films from the world’s greatest storytellers available to as many viewers as possible,” Apple SVP of Services Eddy Cue said in an announcement. “We’re thrilled that Prime Video will now offer Apple TV+, giving viewers an incredible breadth of viewing options.”

While the $9.99 Apple TV+ price via Amazon is the same as its charge for a standalone subscription, Variety says the offer “is part of Amazon’s strategy to aggregate as many entertainment options as it can for customers — available on one bill, in one app.”

Prime Video already has “more than 100 add-on subscription options in the U.S., which are available for customers alongside Amazon MGM Originals, movies and series to buy or rent, live sports, and free ad-supported content,” according to Amazon.

“Having Apple TV+ available within Prime Video isn’t quite the same as bundled deals like Comcast’s all-in-one Netflix, Peacock, and Apple TV+ offerings, but the goal is the same — to attract more customers and reduce cancellation rates as audiences grow weary of managing an ever-increasing number of subscriptions and apps,” writes The Verge.

The Major League Soccer matches offered via Apple TV+ as well as its MLB “Friday Night Baseball” could be good brand complements to sports enthusiasts drawn to Prime for its NFL football.

Those who want to delve into the numbers and market share for the streaming platform leaders will find good reading at IndieWire and Forbes.