After half a decade of acrimony, Google and Amazon have reached a streaming video accord. Consequently, the YouTube application will soon be available on Fire TV-enabled devices and the Prime Video application will be hosted on Chromecast devices.
The tech giants’ new agreement won’t force users to deal with lite versions of their favorite services, either. YouTube fans will be able to access the platform’s 4K HDR at 60 fps content on all applicable Fire TV devices. Similarly, Amazon Prime Video subscribers will be able to watch “Bosch” and “Fleabag” on any Android TV machine that supports streaming video.
Amazon and Google stated in a joint press release they will begin hosting each other’s streaming services later this year.
The Streaming Video Cold War
The streaming video cold war between Amazon and Google began in 2015. The e-commerce company drew the ire of the search engine by refusing to sell Apple TV and Chromecast devices. Amazon defended the move by saying stocking streaming hardware that didn’t host Prime Video created “customer confusion.”
In 2017, the situation escalated when Amazon launched a custom version of the YouTube app for its Echo Show device. Google expressed dissatisfaction with the move because the retailer developed the Echo app without its input. Amazon quickly removed the off-brand video streaming app from its devices but the Alphabet subsidiary wasn’t satisfied.
Google pulled its streaming video service from all Fire TV products. Prime subscribers still access YouTube on their smart TVs and streaming peripherals but only via the Amazon’s underwhelming Silk browser.
As Amazon and Google’s conflict intensified, the Jeff Bezos-founded corporation settled its dispute with Apple. In return for the electronics maker hosting Prime Video on its streaming devices, Amazon began selling Apple TVs on its marketplace.
Roku Takes the Spoils, For Now
While Amazon and Google’s refusal to interpolate their products has annoyed consumers, it greatly benefited another tech company. As the two Silicon Valley firms worked to sabotage one another, Roku slowly began expanding its market share. By May 2018, the streaming media player company represented 37 percent of the over-the-top sector compared to Amazon’s 26 percent and Google’s 21 percent.
Roku’s dominance is due to the fact that it offers consumers an excellent deal. The company’s reasonably priced products support every major U.S. streaming video service and it will host Disney and Apple subscription platforms when they launch later this year.
Amazon and Google likely ended their consumer-alienating corporate slap fight because of recent changes to the media landscape. Last year, analytics firm Nielsen reported Millennials now spend more time streaming video than watching broadcast television. The company also stated the practice of cord cutting is growing increasingly popular among every American age demographic.
Because of that paradigm shift, the already lucrative streaming video market is set to reach $124.57 billion by 2025. Amazon and Google are both content producers and service. providers. Accordingly, the two tech firms have a distinct advantage over their competitors in the subscription video sector.
Furthermore, by interpolating their products, the two firms have now laid the groundwork to greatly weaken Roku’s position by making their content device exclusive in the future. However, the two longtime rivals haven’t yet resolved their original issue. As of this writing, Amazon still only offers a handful of Echo and Google home products.