Amazon launches Video Direct

Amazon original Transparent

Streaming giant Amazon is launching an online service that will enable producers and rights owners to offer their content direct to consumers.

Amazon Video Direct will allow the creative community to reach Amazon Prime customers directly and control how they earn royalties.

The self-service initiative enables royalties to be earned based on the number of hours streamed. Alternatively, videos can be made available to rent or own, to view free without advertising, or packaged together and offered as an add-on subscription.

The service launched yesterday and will be available to customers in the US, UK, Germany, Austria and Japan.

The move will be seen as an attempt to rival the traditional YouTube model, which itself is moving into the TV and SVoD space having had discussions with the likes of Viacom and 21st Century Fox.

Initial partnerships have been announced with a host of content providers including Conde Nast Entertainment, Mattel, StyleHaul, Machinima and The Guardian who can all start publishing their own videos from today.

The content will sit alongside Amazon’s original series including Transparent, as well as its existing library of movies and current TV shows, which can be rented or bought.

The announcement saw Amazon’s share price close at an all time high of US$703.07, up $23.32 per share (3.43%) on Monday.