Amazon Upping Ad-Supported Video Options for Non-Prime Subscribers

Amazon Prime Video, along with Netflix and Hulu, remains among the top subscription-based video-on-demand streaming platforms in the United States and around the world.

But the e-commerce behemoth is quietly increasing efforts around its ad-supported VOD subsidiary, IMDb TV, and streaming media devices such as Fire TV.

In the third quarter, Amazon announced more than 20 new Fire TV products, including the first Fire TV Edition soundbar; the updated Fire TV Cube; the first OLED Fire TV Edition smart TV; and the first Fire TV Edition smart TV with far-field Alexa voice control.

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Amazon also expanded the lineup of content for Fire TV customers, including the recently announced YouTube TV app, Apple TV app, and the free News app. In Q3, Fire TV announced more than 37 million active users worldwide and continues to be the No. 1 selling family of streaming media players in the United States, the United Kingdom, Germany, Japan and India, according to Amazon.

Speaking on the fiscal call, Dave Fildes, director of investor relations, said Amazon is slowly increasing ad-supported video access, including third-party brand access.

“It’s still early in this space, but we’ve done a few things with IMDb TV, live sports [‘NFL Thursday Night Football’], things like adding more inventory through Fire TV apps, adding more OTT video supply through Amazon Publisher Services or APS integrations and streamlining access for third party apps and really just making it easier for advertisers to manage their campaigns and provide better results,” Fildes said.

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