Prime Video competes with TikTok using short news videos
Platforms are seeking ways to diversify content and make it more interactive, leading many to adopt social media formats.
Amazon has taken this direction with short news clips available on Prime Video. The company aims to capture Generation Z, who already consume news in this format through TikTok and Instagram.
Prime Video presents news in short segments
These videos are located in Prime Video's News section, accessible via two carousels:
- Trending Topics: current hot subjects.
- Local News: information for specific regions.
Users select a topic, and then see multiple clips from various media outlets. Amazon states it uses recognized sources, though specific partners haven't been disclosed. This differs from traditional news channels; a report can be accessed on demand, rather than waiting for a broadcast slot.
Prime Video offers several free channels in the US, including ABC News Live, CBS News 24/7, CNN Headlines, NBC News NOW, and LiveNOW from Fox.
Amazon targets Generation Z's attention
TikTok is more than just entertainment; alongside Instagram and YouTube Shorts, it has become a news source for young people. Until now, Amazon lacked a direct competitor to these services.
Pew Research indicates that young news consumers prefer spontaneous content. Amazon's offering appears distinct from a TikTok feed, resembling more of an editorially curated selection by topic. It's unclear if clips will be personalized by an algorithm.
Mobile format is planned
Currently, these clips are available on TVs and living room devices compatible with Prime Video in the US. Rollouts to web, iOS, and Android are planned, but no dates have been announced. Amazon has also not detailed plans for vertical smartphone display. This aspect will be crucial when competing with TikTok, Instagram Reels, and YouTube Shorts. No launch in France has been announced yet.
This trend extends beyond Prime Video. Peacock added short-form content in March 2026, followed by HBO Max and Netflix in July, and Disney+ in August.
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