large image

Trusted Reviews is supported by its audience. If you purchase through links on our site, we may earn a commission. Learn more.

Amazon wants YouTube stars for instant video push

Amazon is pitching deals to the most popular content creators on YouTube, in a bid to bolster its Instant Video offering, according to reports on Friday.

AdAge says the company wants to include the cream of the web’s short videos within its streaming properties, which also include the UK’s Lovefilm service.

The report claimed that if a deal is struck popular channels will get their own pages on Instant Video and Lovefilm, giving them an opportunity to boost exposure and earn a few extra quid in the process through pay-per-video offerings.

Any move, which isn’t likely until next year, would likely put Amazon in direct competition with YouTube in an arena currently dominated by the Google-owned video sharing platform.

Not only would it boost its battle against the likes of Netflix and US-based Hulu, but it could also give Amazon a shot at taking on iTunes.

The ad-age report suggests content like popular how-to videos would be indexed on Amazon, allowing users to search and access the clips on demand.

“That overarching goal of Amazon to create the one video service to rule them all is the right goal, but a handful of YouTube videos won’t get you quite there,” said aid Forrester Research principal analyst James McQuivey.

The company is also rumoured to be launching a set-top box to rival Apple TV and the newly-renamed Apple TV platform, so it’s likely that the addition of short-form videos would give viewers more to look at.

Via Engadget

Why trust our journalism?

Founded in 2004, Trusted Reviews exists to give our readers thorough, unbiased and independent advice on what to buy.

Today, we have millions of users a month from around the world, and assess more than 1,000 products a year.

author icon

Editorial independence

Editorial independence means being able to give an unbiased verdict about a product or company, with the avoidance of conflicts of interest. To ensure this is possible, every member of the editorial staff follows a clear code of conduct.

author icon

Professional conduct

We also expect our journalists to follow clear ethical standards in their work. Our staff members must strive for honesty and accuracy in everything they do. We follow the IPSO Editors’ code of practice to underpin these standards.