The fight for streaming eyes and ears continues as Amazon pushes its video player to every iOS device and its Cloud Player app lands on Roku boxes and Samsung Smart TVs.
Amazon announced on Thursday the immediate availability of Amazon Instant Video for iPhone and iPod touch. The app joins the iPad app launched in August. With most of iOS covered, can Amazon convince Apple that Apple TV needs Instant Video? Hulu Plus’ appearance on Apple TV in July would seem to indicate that Cupertino is open to adding additional streaming services to the set-top box. The biggest obstacle could be Amazon’s video-rental feature, which conflicts with Apple’s own iTunes service.
Both Netflix and Hulu offer video-streaming subscription services. Users pay one price for all-you-can-digest TV and movies. Amazon also offers unlimited streaming for Prime members, but it also rents movies.
Gartner analyst Mike McGuire believes that if Apple really wants to change how people watch TV, it would be in its best interest to continue curating streaming services like Instant Video into the Apple TV ecosystem. “One could look at Hulu Plus and its pay subscription service that is also ad-supported as Apple’s willingness to open up to whatever their devices owners happen to use.” McGuire said.
As for the rental issue, Apple has secured the rights to offer movies that are still in the theater on iTunes. Melancholia and Sleepwalk With Me were both available on iTunes while still in theaters. Apple may not be as worried about rental crossover from Amazon and other services if they can continue to get movies that the other services can’t.
Even if Amazon can convince Apple to allow the service on the Apple TV, it still has a long way to go to match Netflix. Count all the devices in your home that support Netlflix. There’s a good chance you missed a few. That’s because Netflix has been bullish on getting its service on every device that connects to the TV. The effect is that Netflix currently enjoys 33 percent of peak-period video downloads while Amazon Instant Video commands a paltry 1.8 percent of peak-period video downloads
Meanwhile Amazon is also pushing its Cloud Player app to Roku boxes and Samsung Smart TVs. The service will stream all the music you’ve uploaded to the Amazon cloud and purchased from Amazon’s MP3 store. Considering most homes have connected the best audio system to the TV, this is a smart move on Amazon’s part.
But more importantly, another piece of the puzzle in Amazon’s desire to sell you everything.
Roberto is a Wired Staff Writer for Gadget Lab covering augmented reality, home technology, and all the gadgets that fit in your backpack. Got a tip? Send him an email at: roberto_baldwin [at] wired.com.
Read more by Roberto Baldwin
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Amazon Pushes Streaming Media to iOS and Roku
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