More Milkshake! represents the first time the Viacom-owned broadcaster has entered the SVOD market.
In return for an additional £2.99 a month, Prime members in the UK will have unlimited, ad-free access to a wide range of Milkshake! preschool content, including episodes of Fireman Sam, Thomas and Friends and Bob the Builder.
“We’re really excited to be launching More Milkshake! on Amazon Channels, offering Prime members a new and seamless way for their families and friends to enjoy watching our preschool content,” James Tatam, VP Commercial, Operations and Strategic Services, Channel 5, commented. “This latest venture underlines our digital strategy; to ensure our content is available wherever and whenever our audience want to watch.”
Amazon Channels made its UK debut in May 2017.
“We’re delighted to add More Milkshake! to Amazon Channels on Prime Video in the UK,” comments Alex Green, European MD of Channels and Sport at Amazon Prime Video. “We want to offer our customers the widest selection of kids shows, and with the addition of More Milkshake!, they will be able to access all of their favourites in one place.”
Milkshake! has emerged as a significant part of the Channel 5 portfolio. The pre-school block has contributed to giving the Channel 5 portfolio its highest-ever annual share of viewing amongst both ABC1 and 16 to 34-year-old TV viewers in the UK in 2017: its strongest overall ratings performance for 13 years.