In June 2015, it was believed by the CIRP that Amazon Prime had risen to over 44 million subscribers in the US alone.
As Amazon have grown as a brand, they have modernised different types of media and rolled it into one, technologically savvy brand.
Having begun as just an online bookstore, Amazon now provides its consumer with all their media needs. Streaming Movies and TV shows online, downloading books, playing games, as well as subscribing to your favourite newspapers/magazines.
Also interlinked with Amazon Prime is their tablet. The Amazon Fire rivals Apple’s iPad and the Samsung Galaxy in that market, using Prime to deliver the consumer whatever they could possibly want in a tablet.
This convergence has had, and will continue to have a huge impact on each individual industry that it touches. For example, The Independent last week announced that it was going fully online, ceasing printing for good. Traditionally a newspaper with one of the lowest readerships, The Independent was always going to be in danger of being the first casualty of the digital age.
In this age, people want things fast and people want things easy, leading to the dominance of online over traditional markets. This is great for Amazon, but is forcing other industries to simply adapt or die.