"Amazon Prime Video eyeing live TV: report" posted by Nagendra Bandi. Live TV and scheduled programming options would differentiate Prime Video from its largest competitors, including Netflix, Hulu, HBO and Disney+. pic.twitter.com/v92ubGjuqf— Nagendra Bandi (@HiNagendraBandi) June 24, 2020
Amazon may look to expand Prime Video's live TV offerings. The e-commerce giant appears to be actively developing a live TV arm for its entertainment push according to a report by Protocol and multiple publicly available job listings. Sources indicated to Protocol that the company is "actively pursuing live and linear licensing deals."
The report further mentions that the new 24/7 live channels will host a range of content including scheduled movies and television shows, music, news, and sports.
One job listing for the "Prime Video Linear TV" product manager says the company is looking for someone who can "redefine how customers view linear TV content 24/7" and lead development on "end-to - end customer experience of how customers discover and watch Linear TV content."
Adding live TV could potentially allow Amazon's Prime Video to have a leg-up over its streaming rivals like Netflix, which for now is restricted to an on-demand catalogue. Live TV programming still represents a large chunk of online video traffic, with space-dominating platforms such as Hulu, Sling, and YouTube.
Another of Amazon's job posts highlights this and points out that "although video on demand is on the rise, global viewing hours are predicted to grow by 64 percent in the next two years in favor of live or scheduled TV and OTT linear streaming."
Over the past year, the on-demand streaming market itself has grown increasingly crowded as production houses lock behind a new subscription behind their original content - many of which attempt to undercut existing services.
Live TV programming is no stranger to Amazon itself. The firm has previously experimented with the format. Amazon announced last week that it will be offering Premier League soccer streaming on its gaming platform, Twitch, beginning June 29. However, her 24/7 live television efforts now seem to be in the early stages, and it could be a while before there is any official word about it. Whether Amazon will go on a poaching spree and hire talent from existing live TV providers for the segment remains to be seen, too.