Amazon opened its Prime Video streaming service to video providers and self-publishers on Tuesday. Some are comparing it to Google’s YouTube video service, and it will be interesting to see how retailers and brands use the new program.
Amazon Video Direct (AVD) is a new self-service program for content creators to make their videos available to Amazon customers, including tens of millions of Prime members. Currently Amazon Video is known for its tens of thousands of movies and TV episodes.
AVD launch partners include retail brands Mattel and Baby Einstein as well as publishers such as Conde Nast Entertainment, HowStuffWorks, Samuel Goldwyn Films and The Guardian.
The new program is similar to the way Amazon allows content creators to self-publish through programs such as Kindle Direct Publishing (KDP), which helps authors publish their book directly to Kindle devices and apps.
Video providers can monetize their content – Amazon explains, “For each title, you can choose to earn royalties based on hours streamed by Prime members, a revenue share for rentals purchases, monthly subscriptions, or ad impressions – or any combination of these options.”
They can also make their titles available in any country where Amazon Video is available: the US, Germany, Austria, United Kingdom, and Japan – and with support for all the devices Amazon Video is available on, including connected TVs, Fire TV, Fire and other iOS and Android tablets, game consoles, iOS and Android phones, and laptops.
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.
The associated Amazon Video Direct “Stars” program gives video providers the opportunity to earn a monthly bonus based on customer engagement. Interestingly, Amazon also owns the IMDB movie database website. More information about Amazon Video Direct is available on the Amazon website.