Amazon Is Amazon, Not YouTube

Amazon continues to position itself as a serious contender for content creators looking for new opportunities.

There has been much talk of Amazon becoming a ‘YouTube killer’, however, Amazon Video Direct isn’t necessarily looking to kill anybody so much as it is looking to develop quality content for its viewers to stream, which in turn has proven so far to build up its e-commerce business further.

Amazon is sticking to what it does best by expanding into the streaming video market by way of retail. It’s advantage is having the ability to construct new product programs and initiatives for the customers who watch their streaming video content.

In actuality, Amazon continues to thrive based on the nature of its own business operation.  It’s not like they’ve built an entire separate division to specifically compete with the likes of YouTube or Netflix.  Instead, they’ve expanded their company reach within the structure of what they already have built-in place, while simultaneously getting a larger slice of the video market and its subscription service to boot.  Yes, they are competing but according to the nature of how their company is already operating.

Amazon spent about 2 billion to enhance its bid on video content.  According to a recent report from Sandvine, Amazon is now ranking 3rd in North America for streaming traffic in comparison to being ranked 8th only one year before.

Amazon Video Direct (AVD) gives content creators and companies the opportunity to upload high quality content for streaming.

Projects launched have done well for Amazon Studio, making this a serious platform for content creators.  Amazon Prime Video’s “Mozart in the Jungle” picked up two Golden Globe awards earlier this year for Best Comedy/Musical series and Best Actor in the same category at the 73rd Golden Globe Awards.

AVD wants content creators to have their own Amazon Prime account, this way there is proof of identity, full credit list and captions.  The point comes off being that it’s differentiating itself in comparison to YouTube by looking to include content creators who are pro to semi-professional.

Some of the major media brands getting in early are Goldwyn Films, Condé Nast and Mattel.  Amazon is expected to continue making deals with brands to strengthen its advertising profits, which is another added revenue driver for the company.

Needless to say, the positives for content creators having the ability to share their work through a new distribution platform certainly opens up doors for monetization possibilities and strategies.

For content creators it isn’t really about sticking to one option anymore.  It’s about diversifying your distribution strategy to get the most bang for your investment buck. Avenues such as YouTube, Vimeo and Amazon offer such concepts.

Different platforms will continue to offer similar and different scenarios that content creators can use for their own best interest.

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Joseph Arnone

Joseph Arnone is the founding editor-in-chief of Monologue Blogger. In addition to running MB, Joseph is a filmmaker/producer who has had his films premiere at Festival de Cannes - Court Metrage and Tribeca Cinema's Big Apple Film Festival. He can be reached at