Amazon has been giving Netflix a run for its money in the SVOD arena. Now, the ecommerce giant has set its sights on YouTube (and Vimeo and Facebook) with Amazon Video Direct, a new self-service program that lets individual creators as well as corporate videomakers and IP owners make their content available to Amazon users.
The program enables video producers to distribute their content directly to Prime members and earn royalties based on minutes streamed. The IP owners can tailor the way they share their videos — to Prime subscribers, as a one-time rental or purchase, free with ads, as part of an add-on subscription, or all of the above.
They can also choose to make their titles available in any country where Amazon Video is available (the U.S., Germany, Austria, the U.K. and Japan), with support for all the devices Amazon Video is available on — Fire TV, Fire and other iOS and Android tablets, connected TVs, game consoles, iOS and Android phones and laptops.
Under the standard deal terms, Amazon will pay video providers 50% of the retail price for digital purchases, rentals and subscriptions. For Prime Video distribution, they will receive 15 cents per hour streamed in the U.S. and six cents in other territories, capped at $75,000 per year.
As on YouTube, Amazon Video Direct video providers will be given performance metrics, including number of minutes a title was streamed, projected revenue, payment history and number of subscribers, so they can optimize the way they offer and promote content to customers.
“It’s an amazing time to be a content creator,” said Jim Freeman, VP of Amazon Video, in a statement. “There are more options for distribution than ever before and with Amazon Video Direct, for the first time, there’s a self-service option for video providers to get their content into a premium streaming subscription service.”
At launch, Amazon Video Direct content partners include Conde Nast Entertainment, HowStuffWorks, Samuel Goldwyn Films, The Guardian, Mashable, Mattel, StyleHaul, Kin Community, Jash, Business Insider, Machinima, TYT Network, Baby Einstein, CJ Entertainment America, Xive TV, Synergetic Distribution, Kino Nation, Journeyman Pictures, and Pro Guitar Lessons.
Amazon also announced the launch of AVD Stars program, which gives video creators a share of one million dollars per month based on customer engagement with their title. Amazon will distribute a monthly bonus to creators from the one million dollar monthly fund based on the Top 100 AVD titles in Prime Video, on top of any other revenue earned. Video creators and providers who use AVD to make their titles available in Prime Video will automatically be enrolled. Launching today, the one million dollar monthly fund will make its first bonus distributions based on streaming activity from June 1–30.