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Can Prime Video’s new look make the most of Netflix’s woes?


OPINION: In the identical week Netflix introduced it misplaced extra subscribers, Prime Video revealed a brand new look that’s rolling out proper now.

And it seems to be fairly just like Netflix – who would have thought it? Amazon’s Prime Video service has had a awful interface for a while, and the hope is that this refresh will make it simpler to traverse and discover the content material you’re after.

A part of Prime Video’s UI issues lie in that it aggregates content material not simply from Prime Video however a bunch of different channels; some free, others paid for – and determining what is just not at all times simple for some. Different streaming companies have taken the less complicated route whereas Prime Video has left it to subscribers to attempt to make sense of it. Why, in some circumstances, you’re served HD content material as an alternative of 4K nonetheless baffles me.

The brand new interface ought to assist cement the optimistic, upward development for Prime Video this yr. Within the UK it’s been catching as much as Netflix’s subscriber base quantity for the reason that begin of the yr, as individuals have snapped up Prime subscriptions (little doubt additional helped by Prime Day). However it could additionally seem {that a} reversion to pre-pandemic behaviour and cost-saving is hurting Netflix and arguably having much less of an impact on Amazon/Prime Video.

That have to be partly all the way down to content material and repair. I wouldn’t say Prime Video’s authentic content material isn’t on the identical popular culture zeitgeist stage of Netflix and Disney – Reacher, The Boys, Invincible, The Magnificent Miss Maisel and its All or Nothing collection have been standouts in recent times, however heavy hitters aren’t precisely plentiful. But it surely has an enormous library of content material from different movie studios, and even by itself Prime Video is cheaper. It’s what Netflix was, earlier than it actually began to deal with authentic programming.

Butcher and Soldier Boy in The Boys
Credit score: Prime Video

Prime has not solely saved maintain of subscribers because the pandemic shifts however is rising engagement via its ecosystem of good gadgets, the place individuals appear to have misplaced curiosity in what’s on Netflix. As Stranger Issues and Higher Name Saul attain their denouements, there’s little price in sustaining a Netflix subscription if it’s not being made use of. Netflix’s cancellation of quite a few collection and its binge-watching method hasn’t left it in the very best place, fewer new collection coming in as the subsequent wave, with subscribers realising their favorite reveals won’t even get a second collection.

Whereas Prime Video is simply part of what makes a Prime subscription priceless, and with individuals seeking to scrimp and save as a lot as they will, it doubtlessly makes extra sense to have a subscription that provides rather a lot fairly than a costlier subscription that focuses solely on video.

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Because of this a a lot friendlier and slicker interface can solely assist Prime Video going ahead, giving subscribers even much less of a cause to get pissed off and ditch the service for one thing else, in addition to making it clearer simply how a lot content material in addition to good high quality reveals and movies Prime Video has.

In the event you have been seeking to rekindle the previous days of Blockbuster video with a film evening, Prime Video may simply have changed Netflix because the go-to streaming service.

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