One regularly applied rule of thumb here at Faultline is that approximately 40% of Amazon Prime subscribers regularly use the video streaming services on offer, drawn in initially by the retail delivery benefits. Very few (at least before Amazon’s arrival onto the live sports scene) sign up to Prime for the video alone. That is why Amazon’s declaration of reaching 150 million subscribers globally last weekend should not be misconstrued as 150 million wins for Prime Video. We should note that Netflix recently reached the milestone of 167 million subscribers globally at the end of 2019 and – just to be clear – Amazon is absolutely nowhere near that. However, Jeff Bezos revealed that Prime members watched double the hours…