Amazon and Sky agree TV partnership to host each other's apps

Amazon and Sky have agreed a new partnership to host each other’s video apps on their rival streaming devices in time for Christmas.

The deal means customers in the UK and Ireland can watch content from across both platforms in one place for the first time over the festive period.

From today, Amazon Prime Video, the US tech giant’s streaming service, can be accessed via Sky’s internet streaming box Now TV and its set-top box Sky Q.

Meanwhile, the Now TV streaming service is available on Amazon’s range of Fire TV set-top boxes and plug-in sticks.

Amazon Prime Video app launches on Sky Q, Sky Ticket and NOW TV devices from December 14.

The deal means users in the UK will be able to watch every live Premier League football game on Sky Sports, BT Sport, BBC and Amazon Prime without switching devices for the first time.

Rights to broadcast Premier League football are currently split between Amazon Prime, Sky Sports, BT Sport and the BBC.

Meanwhile, Sky customers will be able to enjoy Amazon exclusives like The Grand Tour, featuring the old team from BBC’s Top Gear, and the Borat sequel, Borat Subsequent Moviefilm.

‘We’re pleased to be bringing our Prime Video app to Sky Q and Now TV devices in time for the holidays,’ said Jay Marine, Vice President, Prime Video Worldwide.

‘With winter settling in, and our new binge-watch obsession The Wilds about to launch, it’s a perfect time for Sky customers to catch up on our award-winning Prime Video TV shows, movies, and live sport, including Prime Video’s exclusive live broadcasts of 20 English Premier League games this December.

Now TV is a streaming service from Sky. The Now TV app is now available on Amazon’s Fire TV devices

‘Plus, with NOW TV launching on Fire TV, customers in the UK have never had it better when it comes to choosing what to watch, however they are watching.’

Amazon Prime is also coming to Sky’s various products on the continent – Sky Ticket, which is similar to Now TV, in Germany, and Sky X in Austria.

Amazon Prime shows and films will be recommended on the Sky Q homepage, alongside Sky Originals and content from Netflix, Disney+ and BBC iPlayer.

Users can find Prime Video on Sky Q by saying ‘Launch Prime Video’ into a voice remote, then signing in to pair a Sky Q box with an existing Amazon account.

Sky Q set-top box. Sky Q differs from Now TV, Sky’s Netflix-style service. Now TV subscribers can stream content to watch through the Now TV app, available on over 60 devices including the Now TV Smart Stick

‘Sky Q customers are receiving an early Christmas present on their boxes this year in the form of Amazon Prime Video,’ said Stephen van Rooyen, executive vice president and CEO for Sky UK and Europe.

‘Anyone who needs to get stuck into something new after The Undoing on Sky Atlantic will now be able to flip right over to The Boys on Prime Video, without ever leaving Sky Q.

‘Amazon Prime Video TV shows, movies and more will sit alongside Sky Originals and Netflix, as well as apps like Disney+, BBC iPlayer, FiiT and much more.

‘This will make it even easier for you to access everything you love, in one place.’

In the UK, Italy and Ireland the Prime Video app also launches on Now TV’s range of devices, as well as Sky Ticket devices in Germany.

Although both Sky products, Sky Q and Now TV differ.

Now TV Sky’s no contract Netflix-style service, requires and internet connection, while Sky Q, Sky’s satellite subscription-based television and entertainment service, requires a set-top box and satellite connection.

Now TV also offers a set-top box and a Now TV Smart Stick – a portable device that plugs straight into the HDMI port of a TV.

Amazon Prime Video launches on Sky Q in the UK, Ireland, Italy and Germany today. Prime also launches on Now TV devices in the UK, Ireland and Italy, while Germany gets Prime on Sky Ticket – its equivalent to Now TV

Now TV is launching on Amazon’s Fire TV Stick Lite (1st Gen) Fire TV Stick (3rd Gen) Fire TV Stick (2nd Gen) and Fire TV Stick 4K in the UK.

The Now TV app will also be rolling out on select Fire TV devices and Fire TV Edition smart TVs to customers in, Italy, Ireland, Austria and Switzerland through early 2021.

Sky Ticket also rolling out on Fire TV devices and Fire TV Edition smart TVs in Germany through the first part of 2021.

‘It just got even easier for customers to enjoy the best entertainment on Fire TV devices,’ said Emma Gilmartin, head of Fire TV in Europe.

‘With the launch of Now TV on our Fire TV Devices, we’re excited to bring the most talked-about and award-winning TV series, films and sport all in the easy and intuitive Fire TV experience.’

Sky said there’ll be more integration into Sky Q voice and search next year to provide ‘a seamless UI experience’, helping customers access content quickly and easily with their voice.