Amazon does not disclose numbers related to Amazon Prime, but 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.

“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. "Amazon's growth shows how dynamic the OTT [over-the-top content] space truly is. While Netflix remains the dominant player, consumers are still open to alternatives with interesting content and business models."

From the article "Will 'Transparent' Save Amazon? Netflix, HBO May Feel Heat From Acclaimed New Original Series" by Zoe Mintz.

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