Amazon Takes On YouTube With Launch Of Video Service

Amazon today announced the launch of Amazon Video Direct (AVD), a new self-service program for creators and storytellers to make their video content available to Amazon customers, including tens of millions of Prime members.

“Think of this like a Trojan horse to bring you into the kingdom of Amazon, which is a massive shopping mall,” Manatt Digital Media Ventures chief Peter Csathy told the The Wall Street Journal, which first reported the new Amazon service. “It really underscores how video has become the battleground in tech.

Amazon says Amazon Video is the only streaming service to offer customers unlimited access to tens of thousands of movies and TV episodes, including award-winning Amazon Original Series, through Prime Video; monthly subscriptions to SHOWTIME, STARZ, and more; and hundreds of thousands of titles including new-release movies and current TV shows for rent or purchase. With AVD, starting today, video providers have flexible self-service options for distributing their content:

  • Included in Prime Video at no additional charge to tens of millions of Prime members
  • Available as an add-on subscription through the Streaming Partners Program
  • Offered as a one-time rental price or a one-time purchase price
  • Available to all Amazon customers ad-supported

Specific benefits of Amazon Video Direct include:

  • Access to Amazon’s most engaged streaming audience—video providers can distribute their content directly to tens of millions of Prime members and earn royalties based on minutes streamed
  • Choice of how to share titles—video providers can utilize the different options Amazon Video uses to share content to customers
  • Expanded customer reach—video providers can choose to make their titles available in any country where Amazon Video is available—the United States, Germany, Austria, United Kingdom and Japan; with support for all the devices Amazon Video is available on—Fire TV, Fire and other iOS and Android tablets, connected TVs, game consoles, iOS and Android phones, and laptops
  • Insightful performance metrics—video providers are given performance metrics, such as number of minutes a title was streamed, projected revenue, payment history, or number of subscribers, so they can optimize the way they offer and promote content to customers; video providers have full control and the flexibility to make changes based on these metrics