Entertainment, News & Events

Amazon Prime Video let’s you easily share content now

Will the rest of the streaming services follow suit?

words by: Sahar Khraibani
Nov 29, 2021

Amazon has announced that its iPhone app will now allow you to share video clips of up to 30 seconds for some of its Prime Video content. The feature will initially be confined to a small selection of episodes, but allowing users to share videos from shows is a completely different approach than that used by some other streaming services.


How it’ll work

Amazon’s video-sharing capability will be available on iOS devices, according to a press statement. The Share Clip button will appear among the rest of your controls when you’re watching a show. By tapping it, a 30-second video clip will be created, which you can then fine-tune to include the specific segment of the show you’re wanting to share. You can then share it with Apple’s built-in sharing function, send it to a friend over iMessage, or post it to social media.


The company shared:

“This first-of-its-kind feature, powered by X-Ray, is currently available for customers in the U.S. using iOS mobile devices. With X-Ray technology, Prime Video customers can now share their favorite clips from select Amazon Original series with friends and family on social media, or via direct message. From the first scene in Season One of The Boys, to the first time Toni and Shelby meet in The Wilds, to that jaw-dropping reveal at the end of Invincible Episode One, and the many adventures of Dale, Derica, Benny, and Truman in Fairfax, there are plenty of snackable scenes to share.”


This may seem like a no-brainer for any streaming service to include – people actually enjoy sharing snippets from the shows they’re watching, and doing so effectively promotes the show. Hulu and Netflix, on the other hand, take the exact opposite approach: when you take a screenshot while viewing one of their shows, the video material is blacked out, leaving you with only the subtitles if you have them switched on.


While this is perhaps an understandable strategy for third-party content (Netflix’s download option also has some restrictions on which shows you can download), it seems like a missed chance to allow users to perform unsolicited promotion for the streaming services themselves.


Amazon also says customers can only share snippets from specific shows: The Wilds, Invincible, Fairfax, and season one of The Boys, but additional movies and episodes will be added in the future. It’s unclear whether this functionality will be available for non-Amazon material on Prime Video in the future.


In case you missed it, Amazon launched its own Alexa-powered TV.


Photo via Amazon