While Google and Amazon continue to bicker back and forth about which company's services will be available for what platforms, it seems as though Apple has its act together, with Amazon Prime Video now available on the Apple TV.
If you have an Apple TV or similar device, you can use the iOS app to stream content directly to your TV, whilst we wait for the native Apple TVPrime Video app. Finding content on Prime Video is remarkably easy for Apple TV viewers with the Apple TV App, Siri Remote and universal search in select countries. Amazon even released an app for the third-generation Apple TV, which was discontinued a year ago. That includes an Amazon Fire tablet, as Google hasn't threatened to block that yet.
Ostensibly, Google and Amazon run different types of businesses.
Unlike Netflix and competing streaming services, most consumers pay the $99 yearly for Prime membership to get expedited shipping.
Plenty of video services work with Chromecast - but Amazon doesn't let its video service work on the Google device.
You can watch Amazon Prime Video at home or on the go by downloading it onto your Android or Apple device. And although Apple's services business is growing, it doesn't have much overlap with the core offerings of Google and Amazon. "The app arrives just in time for the highly anticipated new season of The Grand Tour, which launches on December 8th, and Prime Video members streaming on the Apple TV 4K will have the exceptional viewing experience of 4K HDR".
You can get access to Prime Video if you're a paid Amazon Prime member, buy Prime Video on its own, are now in a 30-day free trial of either Amazon Prime or Prime Video, a Prime Student member or any member of an Amazon Household with shared Prime benefits.
Amazon, Apple and Google/YouTube all have hardware and video components, and all want to have the widest possible reach.
All of which means that Amazon and Google can safely invest in the Apple ecosystem, without fear that they're creating an existential threat.
Google also takes 30% of sales made through its app platform, although with less strict controls than Apple, particularly in terms of directing people to other places they can sign up.