Amazon binge watchers loved 'Outlander' and hot Brazilian workouts

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Amazon is channeling growth with its Prime Video program, offering nearly 100 streaming channels.

A look at this year's favorites on the online retailer's video service suggests that Amazon Channels draws a varied audience with family fare such as animated films and TV shows, along with sexy sci-fi and funny, profane TV for adults.

Among the favorites on Amazon Channels in 2016:

Most watched subscription service: Starz
Most streamed movie: Inside Out (Starz)
Most streamed TV show: Outlander (Starz)
Most streamed comedy: Shameless (Showtime)
Most streamed kids show: Wild Kratts (PBS KIDS)
Most streamed exercise video: Burn to the Beat: Brazilian Booty Burn Workout (BeFit)

In a chat about Amazon Channels, Vice President of Digital Video Michael Paull wouldn't give specific numbers of how many Prime subscribers have added Channels, but he said subscriptions numbered in the millions. There's been a significant uptick since HBO came on board, he says.

The online retailer launched its Channels program a year ago, giving Amazon Prime members easy access to 30 programmers, including Showtime, Starz, Acorn TV, Shudder and Qello Concerts. Since then, Amazon Channels has grown and gained HBO and Cinemax this month.

Once customers check out Channels, they appreciate the experience, Paull says. "Rather than going from app to app to app, people can simply sign up for these channels, and that programming will get aggregated ... in one experience that works on all the various devices that you have our applications installed in," Paull said. "You get this one simple unified experience. It doesn’t require that you download any additional apps. It doesn’t require that you have cable. It doesn’t require that you sign a contract and make a long term commitment."

Other Channels perks: Members often get free trials, on all Channel subscriptions and some subscriptions come cheaper than on outlets' standalone apps. Amazon Prime subscribers ($99 annually) get free two-day shipping, access to other TV shows and movies on Prime Video, music streaming via Prime Music and books with Prime Reading.

Amazon has done a good job attracting Prime members, said Scott Devitt, technology analyst with Stifel Financial, in a recent note to investors. "Growth in Prime Members, who typically spend more on the platform, builds a stickier ecosystem which can support more sustainable revenue growth," said Devitt, who has a Buy rating on Amazon with a price target of $888.

Amazon (AMZN) shares closed Friday Monday at 774.34 up nearly 2%. Shares are up more than 21% so far this year. 

Follow Paste BN reporter Mike Snider on Twitter: @MikeSnider.