Amazon Wants to Go After YouTube In Streaming Game

Logo Concept for AmazonTube. Image credit - SDPNoticias
Logo Concept for AmazonTube.
Image credit – SDPNoticias

By James DeRuvo (doddleNEWS)

In a series of trademark applications made last December, Amazon is looking to take advantage of YouTube’s troubles and create a competitor in the  video on demand game. Could AmazonTube be the next YouTube killer?

Along with AmazonTube, the Jeff Bezos online retailer has a laundry list of trademarks and domain names that they have applied for, including OpenTube, Alexa OpenTube, Amazon AlexaTube, and AmazonOpen Tube. No matter what they call it the mere fact that Amazon is trying to toss “tube” in to the nomenclature suggests that they are planning to be a competitor, and with the strength of Amazon Prime, users can enjoy ad-free streaming much like YouTube Red.

Amazon doesn’t carry Google products like Chromecast and Google Home, doesn’t make Prime Video available for Chromecast users, and last month stopped selling some of Nest’s latest products,” according to a YouTube spokesperson. “Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and FireTV. We hope we can reach an agreement to resolve these issues soon.”

This brewing rivalry with Amazon ever since the eCommerce portal bought Twitch and began offering content creators a more wide open option for live streaming content. Then, Amazon decided that they wouldn’t sell Google Chromecast (in addition to AppleTV), and for two years, they didn’t.  Google then announced it was killing development of its YouTube app for the FireTV.  Amazon then withheld Amazon Prime services from Chromecast, and YouTube isn’t available on Amazon’s echo show.

So the tit for tat continues, and Amazon is creating a YouTube killer as the latest broadside in their ongoing war. But what can Amazon offer that will court dissatisfied content creators from YouTube to bring their audiences over?

Amazon says that this new streaming video on demand service will have a social networking capability, that extends into the wireless realm. Knowing that the majority of YouTube users now get their videos on their mobile devices, that makes a ton of sense.  The challenge is a formidable one because you’re essentially trying to create a competitor to YouTube and Facebook.

But with the incredible back end likely being handled by Amazon Web Services cloud platform, the transition would probably be easier than any other competitor. They’re already doing something similar going up against Instagram with Amazon Spark. So with that backend already established, it wouldn’t much to go video.

Amazon will also probably give content creators affiliate support and offering one click ordering of any products that are featured in their videos. So while YouTube is worried about losing advertisers with yahoo’s like Logan Paul creating stunts that turn advertisers off, Amazon can bypass that completely and just rely on product placement thorough Amazon one-click. And they don’t have to worry about streaming not pulling a profit, because thanks to Prime, it does.

And most YouTubers who stream live do so with Twitch, anyway, so encouraging audiences to bolt from YouTube to Amazon’s service would probably easier done than said.  And Amazon can position itself as the anti-YouTube, that’s more content creator friendly.

And if you can lure several big names with some cushy revenue sharing deals, Amazon could be successful at leaching a small percentage. YouTube, on the other hand, has 1.6 billion active users, so trying to hurt the competition is going to be a huge challenge that could take awhile.

Moreover, the other side of that coin is, that even if they don’t have the headaches from ads and monetization, their merchants may object to their products being associated with controversial topics and unpopular stunts. I don’t think Amazon would take on Logan Paul, but where there is one jackass, there’s always another.

Regardless, Competition is always a good thing, so if AmazonTube is a viable option for content creators and their audiences, both will benefit.

About James DeRuvo 338 Articles
Editor in Chief at doddleNEWS. James has been a writer and editor at doddleNEWS for nearly a decade. As a producer/director/writer James won a Telly Award in 2005 for his Short Film "Searching for Inspiration. James is a recovering talk show producer from KABC in Los Angeles, and a weekly guest on the Digital Production Buzz with Larry Jordan.

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