Amazon Prime Subscriber #s

Last week Morningstar released estimates that predict Amazon Prime subscriber numbers will exceed that of pay TV subscribers in US households. Essentially, Amazon Prime is on track to become more popular than cable TV. Amazon Prime subscribers are now estimated at around 79 million (up from 66 million last year), while about 90 million US households subscribe to cable or satellite TV. According to Recode, Amazon's "growth tactics are important, sincemore than 80 percent of America's wealthiest households already pay for Prime. And Amazon knows that Prime is the core of its retail business: Prime members spend more in a year than non-Prime members do, shop more frequently than others and price-compare less, according to studies." Read more on the story here.