Amazon’s huge investments in streaming programming seem to be paying off.
Amazon Prime Instant Video, the Netflix-like streaming video service that comes as part of Amazon’s $99 per year Prime loyalty program, continues to grow. Its share of Internet traffic being piped into homes during peak times — roughly 7 p.m. to 11 p.m. — has more than doubled in the last 18 months, from 1.27 percent in March 2013 to 2.58 percent in September, according to a new report from Sandvine, a company that makes broadband network equipment and sells it to Internet providers.
Prime Instant Video is nowhere close to Netflix, which continues to account for more than one-third of traffic going to American and Canadian homes during peak evening hours. Yet Amazon’s growth suggests that the company’s increased spending on video and perhaps even its streaming hardware is bearing fruit.
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