Amazon is upping the ante in its video content rivalry with Netflix and Hulu, offering video streaming as a separate option for non-Prime members. Bobbi Rebell reports.
Amazon is turning up the volume on its video streaming service - offering Prime Video as a separate subscription service, just like rival Netflix. Amazon will be a dollar cheaper - at $8.99 a month, than the most common Netflix subscription. Hulu is $10.99 a month without commercials. Previously Amazon's video was a perk for its Prime subscribers, who pay $99 a year, and get free 2-day delivery for good ordered on the site. This option, while more expensive for an entire year than the Prime membership, can be done on a monthly basis with no commitment. For Amazon, it also may help with the rising cost of content. Ross Rubin an industry analyst at research firm App Annie: SOUNDBITE: ROSS RUBIN, INDUSTRY ANALYST, APP ANNIE (ENGLISH) SAYING: "This allows more direct monetization of that effort as the business continues to grow and can expand out beyond prime they can better justify those acquisitions." Netflix, which is implementing a price hike for subscribers, forecast weaker subscriber growth for the current quarter. Netflix and Amazon have a complex relationship. In addition for battling for coveted content, Netflix uses Amazon's cloud services to power its own streaming service.