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Prime Video, also marketed as Amazon Prime Video, is an American Internet video on demand service that is developed, owned, and operated by Amazon. It offers television shows and films for rent or purchase and Prime Video, a selection of Amazon Studios original content and licensed acquisitions included in the Amazon's Prime subscription. In the UK, US, Germany, Sweden, and Austria, access to Prime Video is also available through a video-only membership, which does not require a full Prime subscription. In France and Italy, Rent or Buy and Prime Video are not available on the Amazon website and Prime Video content is only accessible through a dedicated website. In some countries Prime Video additionally offers Amazon Channels, which allows viewers to subscribe to other suppliers' content, including HBO in the United States.Launched on September 7, 2006 as Amazon Unbox in the United States, the service grew with its expanding library, and added the Prime Video membership with the development of Prime. It was then renamed as Amazon Instant Video on Demand. After acquiring the local streaming and DVD-by-mail service LoveFilm in 2011, Prime Video was added to Prime in the United Kingdom, Germany and Austria in 2014, a move that angered some Prime UK members as the bundling was non-negotiable with a 61% increase in subscription fee.In the UK, Germany, and Austria, Prime Video has been available on a monthly subscription of £5.99 or €7.99 per month, continuing the plan of LoveFilm Instant. The service was previously available in Norway, Denmark and Sweden in 2012, but was discontinued in 2013. On April 18, 2016, Amazon split Prime Video from Amazon Prime in the US for $8.99 per month. The service also hosts Amazon Original content alongside titles on Video as well. On December 14, 2016, Prime Video launched worldwide (except for Mainland China, Cuba, Iran, North Korea, Syria) expanding its reach beyond the US, the UK, Germany, Austria, and Japan. Among the new territories, the service was included with Prime in Belgium, Canada, France, India, Italy, Spain, Poland, and Brazil, while for all other countries – for instance Bulgaria – it was made available for a monthly promotional price of $/€2.99 per month for the first six months and $/€5.99 per month thereafter.