New data from Parks Associates' Video Services Dashboard reveals that as of Q3 2021, Amazon Prime Video's subscriber penetration rate was at 45% of US internet households.
Parks released the data as Amazon and other streamers continue to raise fees.
Amazon announced back in February that the annual fee for Prime Video would increase from $119 to $139 and on April 6 increased prices for its music service.
"Amazon's Prime pricing rise, the fourth in its history, comes barely a month after Netflix raised its fees, while Hulu raised its prices last year," said Eric Sorensen, senior contributing analyst, Parks Associates.
With inflation and the cost of content on the rise, we will likely see more providers start to slowly raise their subscription prices, trying to find that balance between revenue growth and consumer value."
Amazon Prime Video is one of the four foundations of the consumer streaming stack, along with Netflix, Disney+, and Hulu.