Amazon Prime Video is now available via Virgin TV

Virgin Media subscribers can now watch Amazon Prime Video shows like "Good Omens" directly from their pay TV set-top boxes. (Amazon)

After announcing a deal to integrate the Amazon Prime Video app earlier this year, Virgin Media said that service is now available to millions of its TV subscribers in the U.K.

Virgin Media subscribers can now search for and watch Prime Video content through their V6 box by logging into the app using their existing Amazon Prime membership credentials. The app is being automatically downloaded to V6 boxes and will support Ultra HD playback.

“Giving our customers the telly they love in one place is at the heart of what we do. This is why, from today, Prime members or those subscribing directly to Prime Video with a V6 box will have seamless access to a huge array of blockbuster entertainment – from Amazon Originals like Good Omens and The Grand Tour to thousands of TV series and movies,” said David Bouchier, chief digital entertainment officer at Virgin Media, in a statement.

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The official integration of the Amazon Prime Video app at Virgin Media arrives shortly before the U.S.-based SVOD is set to kick off its livestreams of Premier League soccer. In December 2019, Prime Video will exclusively show 20 live Premier League games including the Merseyside derby between Liverpool and Everton and Manchester United versus Tottenham.

The deal also puts Prime Video on more even ground with Netflix, which has been integrated with Virgin Media’s pay TV platform since 2013.

In 2018, Virgin Media and Netflix expanded their existing agreement to allow new and existing Virgin Media subscribers to the option to add and pay for Netflix directly through their pay TV accounts.

For major SVODs like Amazon and Netflix, international distribution agreements will be key to maintaining global subscriber growth as the U.S. market continues to mature and domestic subscriber growth rates continue to slow down.