Amazon’s Prime Video will make it clearer which content requires an additional fee.
It’s part of a series of updates that the parcels to entertainment company says will bring clarity and simplicity back to streaming.
“We’re always listening to customers and reviewing feedback, and it’s clear that many are in search of a more intuitive streaming experience,” said Kam Keshmiri, vice president of Design at Prime Video. “With the improvements we have made to the user experience, customers will be presented with an easy-to-navigate entertainment destination where they can discover new titles and enjoy favourites, as well as sign-up or switch add-on subscriptions with just a few clicks. Best of all, they can do this while using a single login.”
A new navigation bar will feature purpose-built destinations including Home, Movies, TV Shows, Sports and Live TV, as well as active add-on subscriptions, like Max or Paramount+, allowing the user to navigate by content type.
A new “Prime” destination will also be available in the navigation bar, which allows you to browse movies, TV shows, sports and linear broadcasts available at no additional cost with a Prime membership.
Active add-on subscriptions can be accessed directly from the navigation bar.
Improvements to personalization features, created with the assistance of Generative AI, will make it easier to find the content that is the most relevant to you. Rather than showing content from specific add-on subscriptions and different purchase options, Prime Video will simplify things by grouping titles tailored to your interests.
In addition to recommendations, you can browse content by taste and other categories such as Top 10 in the US or Trending Shows, phases that may be familiar from other streaming services.
On a living room device, video content will play on the hero rotator as you determine what to watch, providing an immersive browsing experience. And on the Live TV destination, recommended 24/7 stations will automatically start playing. They will continue to do so as you transition into full screen playback, or exit out to browse other stations.
The new interface will be rolled out across all devices.
