Amazon’s online streaming service (Amazon Video On Demand) seems to have reason to celebrate right now, as their available streaming collection breaks past 100,000 movies and TV episodes, with an additional 9,000 titles hosted for Amazon Prime’s unlimited viewing subscribers.

Currently, 15,000 of these hosted streams are HD-compatiable, but the growth at which the service is growing would suggest that quality will soon join quantity.

The online shopping giant currently has two streaming services, with a single transaction-based online rental stream as the main package, supplemented by an unlimited streaming monthly subscription service in the style of rivals (and clear market leaders) Netflix. It is thought that despite not dominating either of these markets, being near the front in both is a good option for Amazon to have.

While Netflix are clearly the dominant face of unlimited streaming, Amazon Prime are also utilising their successful online shopping service to try and close the gap and offer better value for money, with the $79 a year payment effectively making the video streaming (which was launched in February) an addition to the free 2-day shipping option (and discounted next-day delivery) on a majority of Amazon direct purchases, meaning that regular shoppers have an added opportunity to view movies and TV shows direct to their computer screens without extra expense.

Amazon recently added 1000 titles in June for prime members and the company has also been offering a greater number of ‘digital downloads’ (for games, books, and music) in recent times, as they look to keep up with the market trends.

Amazon’s director of video Steve Oliver summarised of the developments of their online video service: “We are focused on offering our customers the very best selection and are always working to expand our already extensive list of great video content. The 100,000 titles on Amazon Instant Video range from new hit blockbusters to old favorites, with more than 15,000 of those titles available in HD, and popular TV shows available the day after they first air. On top of that, Amazon Prime members have the added benefit of unlimited, commercial-free, instant streaming of more than 9,000 Prime instant videos at no additional cost.”

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