Las Vegas — Unlike Netflix, whose strategy relies on scaling a single, stand-alone TV app, Amazon is poised to threaten both traditional and skinny MVPD bundles with a cable-esque portfolio of multiple streaming apps, said VP of digital video Michael Paull during a NAB Show keynote session Tuesday.
Paull asserted that the company’s Streaming Partners Program, which launched last December, has quickly become a viable option because of centralized payment and more frictionless user experience. NBCUniversal’s Seeso comedy app and History Vault, from A+E Networks, just came aboard, joining apps from Showtime and Starz and bringing the tally to roughly 30 SVOD channels out of the 100 or so available in the U.S. market. “Dozens more” will be added in the coming months, he added.
“We think it can go mass market with consumers,” he said. Amazon’s “unified, simple experience, leveraging our billing, customer service and hundreds of devices we are currently supporting” makes the company a viable alternative, he argued. “We have a massive number of [customers], with their credit cards on file.”