Launched in May, the Amazon Video Direct program helps publishers of varying sizes and types join the Amazon Prime video ecosystem. In terms of distribution, publishers have multiple options: They can make their content available alongside thousands of movies and TV shows on the Prime streaming subscription service; sell their existing subscription streaming channels as add-ons; make individual titles available for purchase or rent; or make the content available on a free and ad-supported basis.
While publishers aren’t restricted to any one option, the ability to put their content on Prime Video, which offers thousands of movies and TV shows and has tens of millions of subscribers, is the most popular choice, according to Eric Orme, head of Amazon Video Direct. “The friction in place to get content onto a tier-one service is pretty high. There are a lot of complexities and barriers there, in general,” Orme said. “We solve that problem.”