So how do you compete with the biggest name in streaming and stand out in an increasingly crowded landscape?
Now, however, it looks as though Amazon is looking for an even wider audience for its streaming video services according to AdAge. The company was to launch it as an ad-supported service. And according to a new report, that's exactly what Amazon is setting out to do.
While ad-supported streaming sounds an bad lot like regular television watched on a website or app rather than via a cable box, Amazon is experimenting with different payment systems to woo potential advertisers.
So, why would Amazon offer a free version of a service it already collects money from? This service will be free to use and will show advertisements to the users for monetisation.
One of the executives aware of the matter and speaking on the condition of anonymity said that Amazon is in talks with giving content creators their own channels and sharing ad revenue in exchange for a set number of hours of content per week.
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A free, ad-supported version of Prime would be promoted alongside the existing version made available to Prime members, who gain access to originals like Transparent and The Man in the High Castle, along with library titles by paying $99 a year, which also entitles them to free shipping and other Amazon benefits.
As someone who happily pays the annual fee for Amazon Prime and all that comes with it, I've found their streaming selection to be mostly adequate. It includes syndicated movies and TV shows, as well as original content produced by Amazon.
This is not the first time Amazon has been reported to have something like this in development, however. While these issues, coupled with a washout at September's Prime Time Emmys, where streaming rival Hulu took home the best drama trophy for The Handmaid's Tale, leave Amazon in need of a creative turnaround, the company's long-term strategic compass points straight at Hollywood.