Amazon Prime Video Launches Short TikTok-Style News Clips
Amazon Prime Video has added short TikTok-style news clips. The service hopes to lure the attention of Generation Z away from the social network — young viewers who watch the news on TikTok.
Amazon Prime Video has added short TikTok-style video clips to its news section. The update was announced in Amazon's corporate blog. With this move, the Amazon streaming service hopes to attract viewers from Generation Z.
The clips are already available on TVs and other devices. Soon, short videos will appear in the web version and in the Prime Video mobile app.
The new format will complement the service's existing news content. Prime Video currently streams local and world news from a number of major media outlets — this content is available to all users in the US.
Amazon's logic is transparent. As industry media note, Generation Z — people born from the mid-1990s to the early 2010s — uses TikTok not only as an entertainment platform but also as a news source. Amazon doesn't have its own full-fledged social network, so the company is embedding short videos directly into Prime Video to capture this audience.
Prime Video is not the first mover among streaming services. Peacock, HBO Max, Netflix, and Disney+ previously added short vertical clips to their content. Amazon is simply continuing the general trend — but with a focus on the news niche, where competition with TikTok for the attention of young viewers is direct.
This is not Amazon's only step toward bringing video content closer to user behavior on social media. Earlier, the company announced new X-Ray app features: they will allow shopping while watching content on Prime Video without pausing the video.
For the advertising market, Amazon's move has direct implications. Short news formats keep young audiences inside the Amazon ecosystem longer, while features like X-Ray narrow the gap between viewing and purchasing to a single screen. The company did not elaborate on the monetization model for the news section in its announcement.
Source: AdIndex; Source: aboutamazon.com
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