Australia’s market for streamed entertainment is already pretty crowded with Netflix and the rest (Stan, Presto, Quickflix, et al) so it’s unlikely another player would dare take it on. But then, there are few other companies in the world like Amazon. Yesterday the online retail giant announced it would launch its streaming service Prime — until now simply $99/year bait for premium Amazon customers — into an all-access paid monthly subscription offering.

Prime — which has had critical hits like Transparent and Mozart in the Jungle, and paid a bundle to secure the new project from the ex-Top Gear trio — has been available to customers in the United States, United Kingdom and Germany but only on the annual subscription (part of a premium offering headlined by two-day free shipping on Amazon goods). The new $9 monthly service pits it directly against Netflix in those markets.

Prime’s original shows have been carried by Stan in Australia. But does it have any interest in launching its own service here? We point to sightings of Amazon boss Jeff Bezos in Sydney this week. But also to the fact Amazon has already sold international rights to the New Top Gear to Netflix. Stay tuned.

Peter Fray

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