Amazon is shaking things up in the streaming world by integrating Apple TV Plus into its Prime Video platform. Starting later this month, subscribers in the US can access Apple’s streaming service as a $9.99 monthly add-on—right in line with what you’d pay if you subscribed directly through Apple. But this new arrangement could give Apple TV Plus a much-needed boost, as it gets a prominent spot in front of Amazon’s extensive subscriber base.

At the Bloomberg Screentime conference, Mike Hopkins, head of Prime Video, highlighted the advantage of teaming up with channel partners like Apple. “What we offer channel partners is hundreds of millions of subscribers around the world,” he said. This is a big deal because it means Apple will get more eyes on its content, which can lead to greater engagement and, ultimately, more subscribers. While the exact revenue-sharing deal between Amazon and Apple hasn’t been revealed, it’s clear that Amazon will take a cut from subscriptions made through its platform.

Despite boasting acclaimed shows like Severance, Ted Lasso, and Foundation, Apple TV Plus has had a tough time keeping pace with industry giants like Prime Video, Netflix, Max (formerly HBO Max), Disney Plus, and Hulu—who currently hold the top five spots in terms of subscriptions in the US. According to recent data from JustWatch, Apple TV Plus saw a dip in market share last quarter, even getting overtaken by Paramount Plus. On top of that, market research firm Antenna found that Apple TV Plus has one of the highest cancellation rates among streaming services. Ouch.

Integrating Apple TV Plus into Prime Video isn’t quite the same as Comcast’s bundled offerings, which combine Netflix, Peacock, and Apple TV Plus into a single package. But the aim remains similar: to entice more viewers while reducing the likelihood of cancellations. As audiences become increasingly overwhelmed by the sheer number of subscription services, having Apple TV Plus available alongside other popular channels on Prime Video might just simplify their viewing experience.

For Amazon, adding Apple TV Plus is part of a broader strategy. With over 100 streaming service add-ons already available through Prime Video Channels, the company is positioning itself as a one-stop entertainment hub. This is a vision that Apple once had for its Apple TV service, but now it looks like Amazon is taking the lead.