Comcast to integrate Amazon Prime Video on its X1 cable boxes

Comcast Xfinity X1 set top box
The Comcast Xfinity X1 set-top box. (Comcast)

Just like Netflix and YouTube before it, Amazon Prime Video is also moving onto Comcast’s X1 platform, where it will be available to the cable giant’s subscribers.

Starting later this year, Amazon’s Prime Video app will be integrated with the X1 platform, marking the first time Prime Video has showed up on an MVPD in the U.S.

“Amazon Prime Video’s growing list of originals, movies, shows, documentaries, and kids’ programming will be an excellent complement to the overall X1 viewing experience,” said Dana Strong, president of Consumer Services at Comcast, in a statement. “We want to give customers easy access to all their favorite content in one place.  X1 continues to be a platform that can curate live TV, On Demand movies and shows, and streaming internet video and music titles into one, easy-to-use, seamless experience.”

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“Prime Video is dedicated to making your favorite shows and movies effortless to watch. The addition of the Prime Video app to X1 will make navigating between Prime Video and live TV easier than ever,” said Greg Hart, vice president of Amazon Prime Video, in a statement. “We are excited for our Prime members to seamlessly find the shows and movies they love.”

RELATED: Amazon open to integrating Prime Video on pay TV platforms

For Amazon, the move follows through on comments Richard Au, Amazon's director of prime video channels and sports in the U.S., made earlier this year during FierceVideo’s Pay TV Show.

He said Amazon could work with MVPDs to get Prime Video to their customers. “Our service will drive engagement on your platform.”

"We want to be on a broad array of device platforms," he added. "We absolutely want to be where customers are streaming video."

Comcast welcoming Prime Video onto its platform is a sign that the pay TV provider is not threatened by Amazon Channels, the company’s subscription video service hub, which Amazon has repeatedly insisted is not meant to be a replacement for traditional TV.

For Comcast, the partnership shows the company’s continued willingness to embrace streaming services like Netflix that have been largely credited with helping to erode pay TV subscriber numbers over the past few years.