| Amazon Video may have larger potential US audience than Netflix Margaret Boland | January 27, 2016 Want to receive more free charts from BI Intelligence? Sign up here » 
Amazon Prime Video may have a larger US audience than video giant Netflix, according to new estimates from Consumer Intelligence Research Partners. The estimates, which track shopping patterns to determine the size of Amazon's Prime membership program, reveal that Amazon Prime had nearly 54 million US members by year-end 2015. This is up considerably from the 40 million US members it had in 2014, representing a 35% year-over-year increase. By comparison, Netflix recently announced during its Q4 2015 earnings call that it has nearly 45 million US subscribers. Despite Amazon's larger potential audience, Netflix is still positioned as the leader in the US market. - Amazon Prime members are primarily drawn to the service's free two-day shipping. 63% of US Prime members claim that they joined the service for the free two-day shipping, compared to 15% that joined for unlimited instant streaming of movies and TV shows, according to a ComScore report. Netflix, on the other hand, does not offer any other services other than its TV and movie streaming.
- Because of this, only 40% of US Amazon Prime members are estimated to use Prime Video on a weekly basis, according to Consumer Intelligence Research Partners. This puts Amazon's active US Prime Video users closer to 21.6 million, making its viewing audience in the US actually half of Netflix's viewership.
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