Blog: Prime Video

Amazon Prime Video has embarked on a big bet that could reshape the relationship between streaming TV and content creators. Long rumoured, the deal between YouTube superstar Mr Beast and Prime Video was made official on Tuesday (March 19th, 2024) with some headline grabbing details.

Twitch chief executive Dan Clancy has been quick to reshape the livestreaming platform since taking charge just shy of a year ago. Clancy has cooled competition with YouTube and Kick and taken the wind out of exclusive deals by backing multi-streaming.

MIDiA has predicted that streaming TV services will make big strides with shoppable TV in 2024 . Key to that success will be the smartphone. An attempt by the likes of Amazon Prime, YouTube, and Disney to integrate an online shopping browser directly into their SVOD operating systems would be a misstep.

Protectionist measures that kept the streaming wars alive are being wound back. Licenced content is back in vogue, despite streaming TV being built on exclusive shows. Competitive tensions are cooling as entertainment looks to bundle services to combat the cost-of-living crisis, and super aggregators are making it easier for consumers to switch between streaming services like linear TV channels.

Product placement has a long history helping film and TV producers maximise the monetisation of their content. The use of products by Hollywood stars to promote brands dates backs to the 1920s when Red Crown Gasoline’s logo featured in The Garage starring comedy actors Fatty Arbuckle and Buster Keaton.