<ul data-eligibleForWebStory="true"><li>Amazon promotes rival streamers to boost Prime Video's profitability and attract more users.</li><li>Prime Video 'channels' contribute to 25% of US streamer sign-ups, aiming to surpass rivals.</li><li>Amazon collaborates with streamers like HBO Max and Apple TV+ through its channels program.</li><li>Prime Video aims to be top TV destination, challenging Netflix and YouTube in engagement.</li><li>Amazon's channel partners find success and increased subscriptions by being on Prime Video.</li></ul>

Amazon drives 25% of US streamer sign-ups as it pushes to own the TV experience

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