With Amazon finally relenting on its years-long holdout, it seems the company may be finally realising it needs support from partners such as Apple if its streaming video service is going to thrive.
On Tuesday, Google said it would cut off Amazon's Fire TV streaming devices from YouTube, starting on January 1. Google has already made its intentions clear by blocking YouTube access from the Amazon Echo Show which is now being sold in the USA and can be described as an Alexa equipped Echo speaker with a 7inch display.
Both Amazon Prime Video and YouTube are available on Roku, a streaming stick not manufactured by tech industry behemoths. Amazon, the world's largest online retailer, does not stock Google products including Google Chromecast, which competes with the Amazon Fire TV line, and Google Home, which competes with Amazon Echo. Amazon's high-end Echo Show has a screen that can display video. But the company did say that did not block consumer services and that Amazon users could still reach the website version of YouTube.com on the Echo Show and Fire TV. "Google is setting a disappointing precedent by selectively blocking customer access to an open website". "We hope to resolve this with Google as soon as possible". In September, Google blocked YouTube support for the Echo Show and at the time said Amazon's implementation "violates our terms of service, creating a broken user experience".
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She said: "There are a couple of issues, some differences do remain which require further negotiation and consultation".
Scott Porch writes about the streaming-media industry for Decider and is also a contributing writer for Playboy. Apple Inc., meantime, said Amazon Prime Video would become available as an app for Apple TV by the end of the year, but it hasn't yet been released. The two companies reportedly had trouble negotiating while wearing the hats of both partners and competitors.
At this point, it's easy to see why Amazon wouldn't want to support Google's products, and vice versa: Each company is using hardware to fortify themselves while attacking their rival's core business. Fire TV's remote also lacks volume controls, something that's becoming standard on streaming devices.
The new app, first announced back in June, is a full endorsement of Apple's platform, supporting 4K HDR video and unique tvOS features like Siri search and TV app aggregation. "Especially when the Apple TV 4K is capable of delivering 4K, HDR, Dolby Vision and 5.1 sound from so many other applications - including iTunes and Netflix".