Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Amazon and HBO Team Up in Content Distribution Deal
Posted on April 29th 2014
But what really matters is the ability for users to access HBO’s content across devices and platforms; and it makes Amazon and HBO two of the first brands to buck the trend of making consumers choose between cable and Internet for entertainment. The Amazon and HBO partnership signals a possible future in which cable networks and Internet entertainment providers merge to distribute content to as many viewers as possible. In a world where cord cutters are becoming less of an exception to the rule, cable networks should pay attention.
A content distribution win for Amazon
Amazon’s shift from ecommerce to content distribution has included buying rights to older content and creating its own, and its partnership with HBO follows that trend. But HBO has been notoriously stingy with its content—fans of shows like “The Sopranos” and “The Wire” couldn’t watch them without access to HBO GO or a DVD—so this partnership is a major win for Amazon.
Access to coveted HBO content is also a great way for Amazon’s Prime subscribers to justify the recent twenty-dollar price hike for membership. Responses to the increase have been mixed, but most agree that a single increase in almost a decade is acceptable. Still, for current members and prospective subscribers, shows from HBO could be enticing.
A content distribution win for HBO
HBO is one of the first subscription cable channels to embrace digital content distribution with HBO GO, allowing subscribers to watch their favorite movies and HBO originals on computers and a range of mobile devices. This deal with Amazon gives HBO the opportunity to reach a wider audience and a shot at bringing back cord cutters who have given up watching shows and movies on the channel.
Amazon is also bringing HBO GO to its new streaming video box, Fire TV. This move might not satisfy consumers who have called for a standalone HBO GO, but it’s one step closer to the kind of untethering that could deliver HBO the kind of audience members who have no use for a cable subscription.
As cable and Internet battle for audience share, the right to distribute content is becoming more valuable than the right to create it. But Amazon and HBO are betting that the best way to increase audience share is to share their audiences. If this experiment is successful, consumers can expect to see more partnerships like these in the future—and it could benefit viewers just as much as it benefits cable and Internet providers.