“Amazon is certainly getting traction in the market — especially when compared against Hulu Plus,” Brett Sappington, director of research at Parks Associates, said in a statement in May. "Amazon's growth shows how dynamic the OTT [over-the-top content] space truly is. Over-the-top content refers to media distributed by a third party to a user usually over the Internet and without the use of a cable or satellite network. “While Netflix remains the dominant player, consumers are still open to alternatives with interesting content and business models."

While Amazon does not release viewership numbers, Ben Schachter at Macquarie estimated the service has at least 20 million users, which would put it in second place after Netflix, with more than 35 million subscribers. A Parks Associates survey in May showed that 20 percent of U.S. household subscribe to Amazon Prime Video, and the service has surpassed other streaming services, including Hulu Plus.

From the article "Amazon’s ‘Transparent’ Gets A Second Season, Netflix Competitor Touts ‘Binge-Factor’" by Zoe Mintz.

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