Study: Two-day shipping bigger Amazon Prime driver than video

Boston - Americans are more likely to subscribe to Amazon Prime for free two- day shipping than for Prime Instant Video, and in the U.S. when they do subscribe, are more likely to use Netflix than Prime Instant Video. According to a new study from global intelligence firm Strategy Analytics, nearly two-thirds (63%) of Amazon Prime subscribers used Netflix in the previous month compared to 59% who used Prime Instant Video.



Less than half (44%) of Amazon Prime subscribers in the U.S. use Prime Instant Video at least once a week. The study also shows that among online U.S. adults not currently subscribing to Amazon Prime, 12% are ‘somewhat likely’ to subscribe in the next year, while 4% are ‘very likely.’ The main reason people won’t subscribe (cited by 53% of respondents) is the price is too high.