Amazon Music has joined the likes of Spotify, Netflix, YouTube, and Apple Podcasts by debuting a video podcast functionality.
What We Know: Amazon Music has begun rolling out video podcasts for U.S. customers on iOS and Android. The functionality is available across all subscription tiers. The feature launches initially through Amazon’s ART19 platform, with plans to expand to additional partners later this summer. Among the first shows to offer video are Higher Ground’s IMO with Michelle Obama and Craig Robinson. Also joining are Khloé in Wonder Land, Not Skinny But Not Fat, and Let’s Be Honest with Kristin Cavallari. Amazon Music will work directly with creators and publishers to provide instructions on making video content available on the platform.
What They Said: “In today’s rapidly evolving podcast landscape, video has emerged as an increasingly essential format for creators and their audiences. Amazon Music is introducing an integrated video podcast experience for customers, making it simpler for customers to watch a selection of their favorite podcasts without leaving the app. This early experience will help us gather valuable customer feedback to shape and enhance the experience.” -Amazon spokesperson
What Remains Unclear: Several questions remain unanswered. It’s not yet clear which additional distribution partners Amazon Music plans to bring on after this summer’s expansion. The company also hasn’t outlined specific criteria for how creators and publishers outside ART19 can qualify to participate. Additionally, whether video podcasts will eventually extend to other devices or regions beyond the U.S. hasn’t been addressed.
What It Means: Amazon Music is getting into an already crowded space. Many users have selected their favorite platform for watching video podcasts. However, new consumers pop up daily, giving Amazon Music a chance to create new fans.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
