May 12, 2016

What the launch of Amazon Video Direct means for marketers


Sarah Boulton

Amazon's new self-serve programme

Well, quite honestly we will have to wait and see, but it basically means that there will be yet another way to target and engage with consumers, as it is setting itself up big time to compete with YouTube.

If you missed the announcement yesterday, here’s the basics: Amazon launched its new self-serve programme, called Amazon Video Direct, which allows anyone with an Amazon Prime account to distribute videos directly on Amazon’s video platform.

It’s huge news for multi-channel networks and individual content creators, as it offers a new, alternative revenue stream outside of YouTube, which currently takes a 45% cut of all ad revenue generated on its platform. Networks and big vlogger stars are constantly looking at new platforms to launch on in order to build a stronger, more sustainable business and Amazon’s new service could be the answer.

Amazon has said it will distribute a share of $1m per month as a bonus to the top 100 titles hosted on Prime through Video Direct on top of any other revenue earned through content. But, is it enough on the face of it to beat YouTube at its own game? Its not really offering any extra incentive to post or view content. And, it will have to charm some big name content creators over to the platform and that will not be cheap!

The one thing we definitely know Amazon has, is scale and ambition, (well that’s two things but who’s counting), so we’ll be keeping a close eye at who pops up on the platform and will be sure to keep you updated. Stay tuned.

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