Amazon Prime Video adds short-form news clips to compete with TikTok

Amazon Prime Video is entering the short-form content arena by adding on-demand news clips, a move that positions it to compete with platforms like TikTok and YouTube Shorts for younger audiences. The company announced on Monday that these clips, featuring both local and national stories, will initially be accessible on TVs and other living room devices. A rollout to the web and Prime Video's mobile applications is planned.

The new feature will be integrated into the News destination within the Prime Video app, appearing in "Trending Topics" and "Local News" carousels. These clips complement Prime Video's existing news coverage from major providers, which is available to all U.S. users regardless of their Prime subscription status.

Amazon has not yet confirmed if the mobile clips will be optimized for vertical video, but they will be classified as short-form content on iOS and Android devices. This expansion reflects a broader industry trend, with services like Peacock, HBO Max, Netflix, and Disney+ also incorporating short-form video to cater to viewer preferences for shorter, more digestible content.

The strategy appears aimed at capturing the attention of Gen Z, a demographic that increasingly relies on social media platforms for news. Research suggests these younger consumers favor news content that feels organic and less over-produced, a characteristic that Amazon may aim to replicate with its new offering.