Andrew Bennett, vp, international partnerships, strategy & operations at Prime Video. Courtesy of Amazon Share on Facebook Share on X Google Preferred Share to Flipboard Show additional share options Share on LinkedIn Share on Pinterest Share on Reddit Share on Tumblr Share on Whats App Send an Email Print the Article Post a Comment Amazon's Prime Video has been on a European content deal spree this week. Earlier on Wednesday, it unveiled carriage partnerships with M6+ in France and RTVE in Spain, providing members there with additional programming, including current affairs, sports and entertainment, for free. And on Tuesday, it announced multiyear carriage agreements offering HBO Max as an add-on subscription in Italy, Germany, and Austria. Other key recent channel launches include the likes of ITV+ in the U.K., RTL+ in Germany, French soccer streamer Ligue 1+ in France and the U.K., Viaplay in the Netherlands, SkyShowtime in Spain, the Netherlands, Poland and Sweden, as well as Apple TV+ across Europe, the Middle East and Africa, Canada, Australia, New Zealand, Brazil, Mexico, Chile, and Colombia. Related Stories Movies BAFTA Rising Star Award: Chase Infiniti, Miles Caton and Robert Aramayo Among 2026 Nominees Movies Ciarán Hinds to Receive Irish Academy Lifetime Achievement Honor Andrew Bennett took over as vp, Prime Video Europe, as of the start of 2025. Late last year, he was promoted to overseeing all partnerships, distribution, and strategy across the Europe, Middle East and Africa (EMEA) and Latin America regions under the new title of vp, international partnerships, strategy & operations. Bennett talked to The Hollywood Reporter about the partnerships push, why content deals help Prime Video and its partners, and what lies ahead. What's behind the slew of deals we have seen from Prime Video in recent days?As a business, we are fully committed to the strategy of being a destination that aggregates our first-party SVOD service, third-party channels, and transactional video on demand (TVOD). We're starting to see more and more partners recognize the value of distributing on Prime Video. And it's happened at different paces in different regions. It's about partners getting comfortable with the idea of distributing outside of traditional linear channels and working with streamers like ourselves. They see opportunities for mutually accretive partnerships, where we can extend their reach, potentially onto new devices, to new customers, etc. And we're starting to see really good engagement, both from customers on the existing channels, but also from partners getting more comfortable with this model. HBO Max is offering its service as a Prime Video add-on as part of its launch in Italy, Germany and some more markets, while also extending existing deals in the likes of France, Spain, and Sweden. Is that a sign that both companies have seen benefits from existing arrangements? It sometimes takes time. Here in Europe, for example, it's taken some time for HBO Max to work through its distribution strategy. They had existing partners, and now they're going direct to consumer. And it's great that they've seen enough success with us in other markets that they're extending that into Italy and Germany. Turning to M6+ and RTVE, what kind of benefit do you see from offering free-to-air broadcasters' programming to Prime Video customers?The kind of programming that a lot of the free-to-air partners have is really broad. It's news, sports, reality, etc. Obviously, they also have their own originals and movies, but the core of their offering is super-relevant to broad segments of the population of any country. In France, M6+, for example, is going to have the [soccer] World Cup and the Super Bowl. Having the World Cup in any country for us, particularly in a free-to-air experience, is just great, because it's great for customers. I think that is a really good sweet spot, combining broad, compelling programming with our ability to expand its reach. So the deals this week are more of what you and your partners want? And how do you decide whether to offer partners' content as an add-on or for free? They fit the mantra we have around aggregating as much as possible on behalf of customers. We know that selection is what really matters. Just watching the Golden Globes this weekend, having known about the HBO Max deals, they bring the likes of The Pitt, Hacks, The White Lotus, The Last of Us, and more. If you love movies and TV shows, being able to add services like this is just really exciting. When it comes to pricing and how we think about it, it is about being able to be competitive with what's available on other devices. So if something is available for free, that's what we're going to do. We want there to be the same exact experience in our app. We're generally going to match the way it's available elsewhere. In how many countries does Prime Video now have content partnerships and channels, and what's your future outlook