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The move could lift Prime Video ARPU in Europe through bundled add-ons and cross-sell opportunities with HBO Max, potentially improving profitability despite a FAST channel pullback; historical parity with other platform bundling efforts suggests some uplift if pricing is executed well.
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Amazon Prime Video is ending its Prime FAST channel in Germany and Austria on Aug 1 after 15 months on air. It is expanding third-party add-ons to Denmark, Norway, and Switzerland, including HBO Max, SkyShowtime, Apple TV, MGM+, Lionsgate+, MUBI, Hayu, Crunchyroll, Universal+, and BritBox, via a Warner Bros Discovery partnership. The shift emphasizes higher-margin subscription monetization and cross-service bundling in Europe.
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