Amazon Prime Video is entering into competition with TikTok by adding short news clips. The company said on Monday that it is expanding its news coverage to include on-demand clips offering local and national news.
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These clips will be available on TVs and other living room devices and will soon also reach the web and Prime Video's mobile apps, according to the company.
The clips will appear within the News section of the Prime Video app, specifically in the trending topics and local news listings.
These clips join the local, national, and global news coverage already available on Prime Video from a number of major media organizations, and are available to all users in the United States, whether or not they subscribe to Prime.
Amazon has not yet confirmed whether the clips on mobile phones will be shown in vertical video format, only saying that they will be categorized as short-form content on iPhone and Android devices.
While TikTok is more widely known as an entertainment platform, it has also become, alongside Instagram, a place young people increasingly turn to for news.
Members of Gen Z in particular follow news content creators and influencers through short-video apps, including YouTube's short-clip service.
Amazon, which doesn't own an actual social platform of its own, is instead turning to adding short video clips to Prime Video, hoping to capture Gen Z's attention.
But Gen Z's draw to these social apps isn't necessarily tied to clip length alone, but also to how information is presented.
According to research findings from the Pew Research Center, these younger news consumers want short news content that "feels natural and spontaneous, not overly produced."
Prime Video isn't the first streaming service to add short clips to its content.
Peacock added support for short clips in March, followed by HBO Max and Netflix in July, then Disney+ in August.
Together, these updates represent an industry-wide trend across the streaming sector to reach viewers in the way they currently prefer, as many now look for entertainment in shorter doses that can be consumed in moments or minutes, rather than setting aside long stretches of an hour or full hours for viewing.
Resource: Al Ghad.
