Amazon and its representatives would not openly ratify this – but internal sources reveal that subscribers using Amazon’s Prime Instant Video would, starting December, be able to access other on-demand TV networks – according to a Bloomberg report.
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Amazon’s Prime viewers will be enabled to subscribe to major TV and movie channels online, and Amazon will not be hindered from selling its own pre-packaged programs in any way through the arrangement.
Amazon already faces off with stronger competitors such as Netflex and Hulu, but empowering its users to subscribe to other programs from other networks will position it higher in the emerging home entertainment industry. Amazon has excelled in the retail stores business, and its rising interest in the video-cable-TV home entertainment is giving it a rising edge in the business.
There won’t be live programming and several video shows will be on use via devices offered by Roku, Apple TV, and Amazon’s Fire TV. Amazon will provide select videos inside Prime together with personally-owned shows and licensed programming, plus brand shows from select partners.
Amazon’s viewers will now be able to access on-demand shows from a central place; and the Seattle-based organization will help other partner media companies to manage their services the way pay-TV media do. To this extent, customers might soon be able log into streaming services using Amazon’s login details.
To certify that everything is still under wraps, the spokesman for Amazon, Craig Berman, would not make any comments on the issue; and inside sources expect him not to for now.
How partners will be paid is not known for now, but it might be a form of revenue-sharing model. Services and shows not coming from Amazon will be accessed through a landing page which the Amazon is still working on. With the partnership, Amazon will offer its subscribers added programs from other networks and those networks will also benefit and enjoy larger exposure from Amazon’s larger customer base.
Netflix at the third quarter is estimated to have about 43.2 million US customers, and Amazon’s Prime is estimated to be the second largest according to a reported published in July by Consumer Intelligence Research Partners.
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Meanwhile, the Prime Instant Video is undergoing changes that are quite different from another of Amazon’s efforts to begin a live online-TV service – something that cable TV providers would find competitive. Amazon is still whipping up support from media companies over this initiative, and users using the Fire TV might find this development very attractive. Apple is also said to be nursing such an idea.