Amazon's Prime Video Adds TikTok-Like 'Clips' Feed, Following Netflix and Disney
TechCrunch4 h ago
Amazon said the feature, called 'Clips', will be used to surface relevant content on the Prime Video home screen. The feed will offer 30-second snippets meant to catch the user's eye before they decide whether to start a full film.
Netflix piloted a similar surface last year, while Disney+ has begun limited tests of an experiment called 'Story Studio'. Vertical video is becoming strategically more important in the race for ad inventory.
According to data from analytics firm Antenna, Prime Video's daily active user time has slipped by about 4% over the past six months. Amazon's Mike Hopkins said the company expects 'Clips' to lift in-app time by more than 10%.
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