Two persons with knowledge of the development told ET that Amazon is planning to put up under-15-minute videos like music videos, trailers, comedy and how-to videos on its platform.
“The success oflies in short-form, snackable content. Facebook is also increasing such content on its platform under Facebook Watch,” said one of the persons mentioned above. “The massive surge in watch time on YouTube and the number of daily and monthly users since launch of Relianceare unbelievable and it was just a matter of time for Amazon to focus on this.”
An emailed query to Amazon Prime Video did not elicit any response till press time on Thursday. The second person quoted above said that the move aims to get more creators on the Prime Video platform and eventually get consumers to spend more time. “Unlike YouTube and Facebook, which have ad-revenue-sharing arrangement with the content creators, Amazon will pay the creators on the basis of views of the content,” he said.