Prime Pushes ‘Clips’: Vertical Video Venture on OTT
Amid the global surge of short-form video, OTT platform Amazon Prime Video has joined the trend by introducing a vertical video feed within its app. Similar to TikTok or Instagram Reels, users will now be able to watch vertical videos directly on the Prime Video app. The new feature has been named ‘Clips’, according to a report published on Friday by technology-focused news outlet Engadget.
Why this change?
Typically, watching trailers or videos on OTT platforms requires rotating the phone into landscape mode. However, users of the current generation tend to prefer viewing content vertically without rotating their screens. Keeping this behavioral shift in mind, Prime Video is integrating the ‘Clips’ option into its mobile homepage.
What will the feed include?
Initially, the feature was tested with highlights from NBA or basketball games. Now, it will include short clips from various movies and series. The feed will function as a recommendation system. While scrolling, users can ‘like’ or ‘share’ any clip they enjoy. Additionally, they will have the option to access the full content or add it to their ‘watchlist’ directly from the clip.
Who will get access?
At present, the feature is available to selected users in the United States on iOS, Android, and Fire devices. However, Amazon has stated that the ‘vertical feed’ will be rolled out globally to all users by the summer of this year.
According to experts, following YouTube Shorts and Netflix, Amazon’s move further confirms that the entertainment industry is rapidly shifting toward fast-paced short-form content.
DBTech/BMT/OR
