Cross-promotion to Amazon shoppers and new on-demand series rank it top in 2017

Amazon’s efforts to challenge the supremacy of Netflix are starting to pay off, with Prime Video proving to be the fastest-growing video-on-demand service in the UK last year.

New series of The Grand Tour and Transparent, as well as hefty cross-promotion of Prime Video to regular Amazon shoppers, helped fuel a 41% year-on-year rise in subscribers to 4.3m households, according to figures from Barb, the UK TV ratings body.

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