Amazon Instant Video just released an iPad app. Mirroring the service Amazon provides through
its website, the app allows users to purchase or stream videos and they can
choose from a library of 120,000 pieces of content, mostly movies and TV
episodes.
It is a clear move to compete with Hulu and Netflix Instant
Video but I find it even more interesting because the service also competes
with iTunes’ video store which offers TV episodes for purchase, and Movies for
rent and purchase. As more and more digital
video viewing apps are approved for the iPhone and iPad, it emphasizes that
Apple places much more value on the sales of their hardware as opposed to
content via iTunes. Otherwise, it would
be much more conservative with the types of apps it allows to be distributed
through its app store.
Having worked with Amazon Instant Video directly, I was happy to hear this news and I think
the app release is a great move for their growth stategy as it allows them
access to a completely new market of consumers who may not have considered
using their service before out of loyalty to iTunes or Netflix. There are an incredible number of choices for
video viewing, and each service has its advantages, so it’ll be interesting to
see who wins out in the long-term.
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