Prime Video Adds On-Demand News Clips To Its Free News Hub
Prime Video has added on-demand News Clips to its news destination in the US: playlists of short videos on national and local stories, drawn from several news providers. They sit alongside the free 24/7 live news channels the service already carries.
- Feature: News Clips, curated playlists of short-form news video
- Where: Trending Topics and Local News carousels in the Prime Video app
- Devices: living-room devices now, mobile and web soon
- Market: US
- Existing live news: ABC News Live, CBS News 24/7, CNN Headlines and NBC News NOW, free to all US customers
How Prime Video News Clips Work
Clips are grouped into playlists and surfaced in two carousels, one for trending topics and one for local news. The live channels are free to every customer in the US, with or without a Prime membership. Brian Griffin, head of global app experience at Prime Video, said the clips give customers a quick way to catch up on the latest stories without turning to breaking news broadcasts or full-length programmes.
Why A Streamer Wants News
News is a daily habit, and streaming services are built around weekly ones. A viewer who opens the app for a series once a week can be given a reason to open it every morning, and short clips suit the living-room screen better than a 24-hour channel does when someone has five minutes. Starting on TV devices rather than phones is the telling choice: Prime Video is competing with the television news bulletin, not with social feeds.
For advertisers, more daily sessions on a connected TV service means more inventory in front of an audience that has the app open for reasons other than a new release. There is no word yet on an India rollout. More news.
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