Amazon Video Direct Aimed Squarely At YouTube

Amazon Video Direct

Amazon Video Direct is a new content creation service announced without warning this morning by Amazon. The service looks to be taking aim at Google’s YouTube by allowing content creators to upload their videos to Amazon Video and monetize their content. Amazon has already announced standalone subscriptions and Amazon Video Direct seems to be a play to attempt to take even more control of the streaming generation. YouTube has long been the bastion for content creation and in terms of search engine prowess it stands side by side it’s brother Google. Amazon, at the very least, hopes to snag some scraps from the bottom and maybe even inch its way up the ladder.

SEATTLE–(BUSINESS WIRE)–May 10, 2016– (NASDAQ:AMZN)— Amazon today announced an enhancement to Amazon Video: introducing 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. 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

“It’s an amazing time to be a content creator,” said Jim Freeman, Vice President of Amazon Video. “There are more options for distribution than ever before and with Amazon Video Direct, for the first time, there’s a self-service option for video providers to get their content into a premium streaming subscription service. We’re excited to make it even easier for content creators to find an audience, and for that audience to find great content.”

Also launching today is the AVD Stars program, which gives video creators a share of one million dollars per month based on customer engagement with their title. Here’s how the program works: Amazon will distribute to creators a monthly bonus from the one million dollar monthly fund, based on the Top 100 AVD titles in Prime Video, in addition to any other revenue earned. Video creators and providers who use AVD to make their titles available in Prime Video will automatically be enrolled. The AVD Stars program launches today and the one million dollar monthly fund will make its first bonus distributions based on streaming activity from June 1st to June 30th.

“We are thrilled to bring a selection of our premium original series, including Emmy nominated Vanity, to one of the premiere ad-free subscription services,” said Mia Goldwyn, Chief Content Officer, StyleHaul. “We believe Amazon Prime members will enjoy the unique female voices featured in our content and be inspired by the fashion and beauty that our brand embodies.”

“Amazon Video Direct helps us reach fans of our beloved preschool brands, including classic Thomas & Friends, Barney & Friends, Angelina Ballerina, Fireman Sam and Pingu, and get the content in front of Prime members faster than ever and into new territories,” said Andrea Carpenter, Senior Director, Global Content Marketing and Distribution, Mattel. “The upload and publishing process is easy and fast, and we can directly monitor our streaming performance through our online dashboard.”

“As a major, independently owned and operated motion-picture company, we’re excited to have the ability to distribute our films to Amazon customers around the globe,” said Peter Goldwyn, President of Samuel Goldwyn Films. “With Amazon Video Direct, we have the control to create the unique distribution strategies that reflect the changing ways in which our audiences discover our films. We can seamlessly make all our movies like Hyena Road, Somm: into the Bottle, Havana Motor Club, available to watch when and where our audiences want them. With Amazon Prime Video we have found an amazing home for films like The Benefactor with Richard Gere and Takeshi Miike’s Yakuza Apocalypse.”

AVD launch partners include: Conde Nast Entertainment, HowStuffWorks, Samuel Goldwyn Films, The Guardian, Mashable, Mattel, StyleHaul, Kin Community, Jash, Business Insider, Machinima, TYT Network, Baby Einstein, CJ Entertainment America, Xive TV, Synergetic Distribution, Kino Nation, Journeyman Pictures, and Pro Guitar Lessons. Content from these providers can be found now on Amazon Video.

To learn more about Amazon Video Direct, visit Content creators and storytellers can start distributing their premium content today.

What do you think of Amazon’s new service? Let us know in the comments below or on Twitter, Facebook and Google+.

  Source: Amazon
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