Amazon Prime Video is making strides to compete with TikTok by introducing short-form news segments. On Monday, the company announced that it will enhance its news offerings with on-demand news clips that cover both local and national events. These clips will be accessible on television and other home devices, with plans to expand availability to web platforms and Prime Video’s mobile applications in the near future.
Users can find these clips in the News section of the Prime Video app, featured in the Trending Topics and Local News sections. They will complement the existing array of local, national, and global news provided by various major outlets, which can be accessed by anyone in the U.S., regardless of Prime membership status.
Amazon has not yet specified whether the mobile clips will be designed for vertical viewing; it simply noted that they will fall under the category of short-form content for both iOS and Android users.
While TikTok is primarily seen as a platform for entertainment, it, along with Instagram, is becoming a significant news source for younger audiences. Many Gen Z individuals consume news from creators and influencers on these short-form platforms, including YouTube Shorts. As Amazon lacks a dedicated social media platform, it is focusing on integrating short-form videos into Prime Video in hopes of engaging Gen Z audiences.
However, Gen Z’s preference for these social platforms stems not just from the brevity of the content, but from the way the information is presented. Research by Pew indicates that younger consumers prefer short news clips that appear authentic and less polished.
Prime Video is not the first streaming service to incorporate short-form video content. Peacock began offering similar clips in March, followed by HBO Max and Netflix in July, and Disney+ in August. Collectively, these changes reflect a wider industry movement to accommodate viewers who now tend to seek out entertainment in quick, easily digestible segments.
