Amazon (AMZN) has struck a deal with the former hosts of British television show ‘Top Gear’ that will bring a new automotive series exclusively to Prime Instant Video subscribers. The new show featuring Jeremy Clarkson, Richard Hammond and James May will launch in 2016 and is set for three seasons. Signing the hosts, who separated from the BBC when Clarkson’s contract was not renewed after he punched a producer, is considered a huge win for Amazon over rivals like Netflix (NFLX). Christine Short, senior vice president at Estimize said, ‘Streaming video was always sort of seen as the sweetener to the Prime subscription. Now I think they don’t want to just be seen as a content aggregator but also as a producer of very interesting content. So they’re kind of taking the Netflix road here and taking Netflix really head on. I think it signifies that people are taking Amazon seriously in this space by not going with Netflix.’ Short predicts that as Amazon tries to bulk up its Prime space, which seems to be a big revenue winner for the company, it will strike more deals like this in the future.
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