Amazon's launches live TV streaming service today

Amazon is bringing live television to its Prime Video subscription service today, as the online retail giant looks to rival the likes of Sky and BT.

For an additional fee, Prime members can watch 40 TV networks on Amazon Channels. Prices per channel range from £1.49 to £9.99 each month on top of the £70 Amazon Prime membership fee and there's no word on whether package deals will be offered.

On offer will be content from the likes of Discovery, Eurosport Player and ITV Hub+. US reality TV show network Hayu and the global film streaming service Mubi will also be available.

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However, "many of the UK's major broadcasters have declined to join in", including channels under rival networks such as Sky and BT, the Daily Telegraph reports.

This may be due to the services "seeking to attract subscribers to their own pay-TV packages rather than allow Amazon to become their distributor", adds the paper.

Tom Harrington, research analyst at Enders Analysis, told the Financial Times the new service "makes sense" for both the retail giant and the TV network.

"If more people are watching Horse and Country through Amazon then they are more likely to buy more saddles through Amazon," he said.

Convention TV viewership was "declining", added Harrington, but "people are not watching less televisual content, they are probably watching more. It's just how they are watching it."