Amazon is the third company that reduces the quality of its Prime Video streaming service in order to allow Europe to cope with the increased demand for internet data traffic. Netflix and have already announced they have decided to temporarily lower the quality of their streaming service across Europe.

EU's industry chief Thierry Breton made a plea for help early this week, which was fully answered by all major players in the streaming market. Amazon Prime Video will reduce streaming bitrates just enough to maintain a high level of streaming experience for customers, the company said in ...