Cox Communications announced on Monday that it is integrating the Amazon Prime Video app on its Contour pay TV platform.
Prime Video will work with Contour voice commands that let customers launch the app or request specific programming from Amazon.
"We've removed the complexity that comes with toggling, switching inputs or the necessity of watching on a smaller screen. Now all you have to do is say the name of your favorite Prime Video show or movie into your Contour remote and it will appear on your TV,” said Kevin Hart, executive vice president and chief product and technology officer for Cox, in a statement.
A Cox spokesperson confirmed that customers not will be able to sign up for Amazon Prime and Amazon Prime Video on the Contour platform.
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The Amazon Prime Video integration follows similar integrations of Netflix and YouTube on the Contour platform.
For Cox, the Prime Video integration comes not long after Comcast completed its integration of Prime Video on X1. Contour is a licensed version of X1.
The X1 does not allow customers to sign up for Amazon Prime Video directly, but that’s not the case for Netflix. Since Netflix launched on the X1 back in 2016, new Netflix customers have been able to sign up for Netflix directly on the X1 and have the service added to their Comcast bill. Last year, Comcast and Netflix expanded their agreement so Comcast could offer Netflix as part of available Xfinity packages.
For Amazon Prime Video, the Cox deal could help it reach a large number of pay TV subscribers. Cox doesn’t publicly disclose its subscriber totals but according to estimates from Leichtman Research, the provider ended 2018 with about 4 million video subscribers.
This article has been updated.