Amazon first launched into video as Amazon Unbox in 2006, and today it offers the OTT video service Prime Video, as well as its content sharing platform Video Direct. Amazon’s streaming services initially became available in the US, UK, Germany, Austria and Japan, before expanding globally in December 2016. Operations and figures: Amazon Prime surpassed 100 million subscribers worldwide towards the end of 2018, but its video figures are not public and most Prime users will have signed up purely for the delivery service. Rethink TV has therefore projected that roughly 40% of Prime users watch video regularly, calculating 45 million Prime Video viewers globally at the end of 2018, forecast to rise to 64 million by 2023. Amazon…