Streamers who pay for one or more premium video service through Amazon’s marketplace Prime Video Channels tend to value their subscription more than those who simply watch Prime Video content, according to a new report.

The report, from Hub Entertainment Research, found 65 percent of streamers with at least one subscription through Prime Video Channels reported streaming TV as “essential” or “very important,” compared to 47 percent of streamers who only watched Prime Video content.

Prime Video is accessible for free to those who have a Prime membership, which unlocks a number of other perks like no-cost shipping on millions of items, cloud photo storage and streaming music. A membership to Prime also allows Amazon customers to buy third party subscriptions to services like AMC Plus, Paramount Plus, Max and Britbox, with content streamed within the same Prime Video app as Prime Video and Freevee shows and movies.

Prime Video Channels also includes novel bundles to certain streaming services, as well as promotional discounts during certain times of the year, which can save streamers even more money compared to the retail cost of an individual service.

While enthusiasm may be higher among those who purchase streaming services through Prime Video Channels, Hub notes that churn rates also tend to be higher: Most cancel at least one of their streaming add-ons within the first six months.

That said, 75 percent of streamers also report re-starting their subscription in order to watch a must-see show or movie, and other consumer research proves Prime Video Channels to be a significant driver in new sign-ups among services that may lack the content or marketing prowess to generate buzz on their own. Last year, Antenna reported Prime Video Channels was responsible for driving 58 percent of new subscription sales among smaller and niche services.

The full study is available to view on Hub’s Substack profile by clicking or tapping here. A subscription is required to view the complete report.