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Prime Video follows Netflix and Disney by adding a TikTok-like ‘Clips’ feed inits app
Amazon's Prime Video has introduced a new feature called 'Clips', a short-form video feed aimed at enhancing user engagement by showcasing snippets from shows to entice viewers, similar to TikTok. The feature is rolling out first to select customers in the U.S. and is part of a broader trend among streaming platforms to promote content discovery.
Key points
- Amazon launches 'Clips', a short-form video feed in the Prime Video app.
- Clips showcase snippets from shows to entice viewers to watch the full episodes.
- Users can add titles to their watchlist, share clips, or access content through subscriptions.
- The feature is designed to enhance browsing with personalized snippets based on user interests.
- Clips was initially tested during the NBA season with highlights.
- Similar features have been implemented by Netflix, Peacock, Tubi, and Disney to facilitate content discovery.
Why it matters
- Short-form video content is a growing trend in digital media as seen with platforms like TikTok.
- Streaming services are increasingly looking for ways to boost viewer engagement amid competition.
- The rise of mobile viewing habits has prompted platforms to adapt their interfaces for more dynamic browsing.
The introduction of 'Clips' marks a strategic move by Prime Video to enhance user engagement and align with current digital trends, following successful implementations by other major streaming platforms.