Liberty Global to Integrate Amazon Prime Video into UK Set-Tops

Liberty Global said Tuesday that it has reached a deal with Amazon Prime Video to make the streaming service available to about 4 million Virgin Media television customers in the United Kingdom.

Virgin will be the first of Liberty Global’s European operations to integrate the Amazon Prime Video app with its Ultra HD V6 set-top box, beginning in the summer.

Ultra HD V6

Ultra HD V6

“This partnership with Amazon reinforces our track record of teaming with the best to give our customers unbeatable content,” Virgin Media chief operating officer Lutz Schüler said in a press release. “Virgin Media customers will soon be able to seamlessly search for and watch incredible Amazon Prime programming directly from their V6 box in the highest possible quality. With thousands of box sets, movies, exclusive and original content, as well as 20 live Premier League games airing later this year, Virgin Media customers will have even more of the TV they love in one place all powered by our ultrafast connectivity.”

With the launch, Virgin Media’s UK customers will get access to original programming like The Marvelous Mrs. Maisel, Tom Clancy’s Jack Ryan, and The Grand Tour, Premier League football coverage from Prime Video as well as Virgin Media’s extensive offering of broadcast and on demand programming across its multi-device TV service. Virgin Media customers will also have access to a range of Ultra High Definition (UHD) and HDR TV shows and movies.

“We’re excited to partner with Amazon to deliver its highly-popular content, including Amazon Originals and Exclusives, directly to our consumers,” Liberty Global EVP and chief technology officer Enrique Rodriguez said in a press release. “We know our customers want to see their favorite shows and programming on their big screen at home, and our partnership with streaming services like Amazon continues to make that happen.”