Amazon adds free news tab to Prime Video to boost engagement in US
Amazon has introduced a free news tab inside Prime Video in an effort to expand its user base, increase daily engagement, and position the platform as a broader media destination rather than a purely entertainment-focused service. The company confirmed that the feature will roll out to all Prime Video users in the United States by the end of the year, offering access at no additional cost to major national and local news providers. This marks the first time Amazon is integrating live and on-demand news directly into the Prime Video interface, creating a more seamless experience for users who normally switch between multiple apps for news and entertainment.
At launch, the news hub will feature live streams and content from major US news networks such as ABC News Live, CBS News 24/7, LiveNOW from Fox, CNN Headlines, and NBC News NOW.
Beyond those core networks, Amazon says it aims to expand the offering to over 200 news sources by the end of the year - a mix that includes local and regional stations, business and financial news, global coverage, sports, weather, and even Spanish-language channels. Examples mentioned include Bloomberg TV+ (business news), FOX Weather (weather), NBC Sports NOW (sports news), and Telemundo Al Día (Spanish-language news).
The rollout is currently limited to the United States, and Amazon has not announced any concrete plans to introduce the news tab in other global markets. Reports suggest that expansion to other regions may follow based on adoption and performance, but there is no confirmed timeline for countries such as India. For now, Amazon appears focused on refining the service in the U.S., where streaming news has become a major area of growth as traditional cable viewership continues to decline.
With this move, Prime Video’s position shifts - by adding a real-time news hub alongside movies, series, sports, and live events, it evolves into a hybrid service blending on-demand streaming with cable-like immediacy. This distinguishes it from pure entertainment rivals while placing it in more direct competition with dedicated streaming-news services and free ad-supported streaming TV (FAST) platforms. Prime Video’s advantage lies in its scale and its ability to bundle multiple content formats within one ecosystem, reducing the need for users to rely on separate apps for everyday news consumption.
Industry analysts note that the addition of news strengthens Amazon’s advertising opportunities because live news creates steady, high-frequency viewing patterns. It also enhances platform stickiness, giving users more reasons to open Prime Video on a daily basis rather than only during major film or series releases. By positioning Prime Video as a one-stop media hub, Amazon is moving closer to a “super-platform” model designed to cover entertainment, information, and live content within a single subscription environment.
With this strategy, Amazon is not only competing with streaming services but also reshaping how viewers consume daily media. While the news tab for now remains a U.S.-only feature, it signals Amazon’s long-term ambition to expand Prime Video into an all-in-one destination that rivals both digital streaming competitors and traditional broadcast networks.