Prime Video Goes Live in Germany—with a Little Help from Wurl
Amazon’s Prime Video is diving deeper into live streaming—and it’s chosen Wurl as its partner in Germany to make it happen. Announced today, Wurl is powering a new Live TV channel for Prime Video, simply named Prime, dedicated to delivering premium entertainment content to German Prime members.
The move marks another major push by Prime Video into the FAST (Free Ad-Supported Television) space, one of the fastest-growing segments in digital streaming. And Wurl, a heavyweight in streaming tech infrastructure, is making sure everything runs smoothly behind the scenes.
FAST Tech for a Faster Rollout
Wurl’s Global FAST Pass—designed to help publishers launch and monetize channels with minimal friction—is the engine behind this deployment. It enables content partners like Prime Video to skip traditional complexities of distribution and jump straight into monetization, while still getting granular audience insights along the way.
It’s a formula that’s already proven successful: Wurl currently supports over four billion monthly hours of viewership across hundreds of streaming channels worldwide, spanning 50+ platforms.
A Wimbledon Serve for Live Sports Fans
Wurl isn’t just enabling the infrastructure—it’s optimizing the content too. Prime Video’s new German channel will stream daily highlights from Wimbledon, a strategic play that keeps viewers engaged with real-time sports content without the licensing headaches of full matches.
For Prime Video, it’s a clever way to deepen audience retention while showcasing its agility in delivering timely, event-based content. For Wurl, it’s another example of how its cloud-based scheduling software and programming strategy services can scale up fast and deliver for big-name clients.
Europe’s streaming landscape is in growth mode, and FAST is a major part of that evolution. With this collaboration, Amazon strengthens its foothold in the European live TV market—while Wurl underscores its value as a behind-the-scenes enabler of modern broadcast experiences.
“Prime Video is leading the way in helping to accelerate the industry by bringing premium live entertainment content to audiences,” said Keith Bedford, Wurl’s General Manager for EMEA. “And we’re thrilled to be working alongside them to make that happen.”
The partnership reflects a broader trend of global streamers embracing FAST to capture ad revenue and offer viewers more dynamic content—without the paywall.
