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Amazon wins 49% of new TV streaming customers in run-up to Christmas

Live sport major draw for Prime Video, while Netflix second with 17% share in fourth quarter

Amazon proved more popular than Netflix in the run-up to Christmas as live Premier League and international rugby helped it attract half of all new UK subscribers to streaming services in the final quarter last year.

There were almost 1.3m new subscriptions to services such as Netflix, Disney+ and Amazon Prime, which includes access to Prime Video as well as perks such as free delivery on purchases, as bored Britain turned to streaming in record numbers to stay entertained during the pandemic.

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