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With over 110 million customers, Netflix is the world's biggest streaming service. But it's trumped by Amazon Prime Video in three countries.

According to IHS Markit, Amazon has more viewers than Netflix in Germany, India and Japan.

The market research firm estimates that Amazon Prime Video has 44 million customers around the world.

The UK, Germany and Japan are three of its biggest markets outside the US, comprising 11 million viewers (Amazon has 30 million viewers in the US). India had more first-year signups for Prime Video than any other country.

Prime Video is a key part of Amazon's business, as it helps retain customers. "Prime members who watch video also spend on Amazon," Amazon's CFO Brian Olsavsky told analysts during a recent earnings call. "We see the viewing patterns and we also see the sales patterns, so we can tie the two together."

He added: "It continues to drive better conversion of free trials, higher membership renewal rates for existing subscribers, and higher overall engagement."

Amazon's video business recently suffered a couple of blows. Head of Amazon Studios Roy Price resigned at the end of last year following accusations of improper sexual behaviour. The firm recently sacked Jeffrey Tambor (star of its award-winning show 'Transparent') over similar allegations.

Source: Business Insider

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