Here’s What You Need to Know about the Big 3 OTT Platforms: Amazon Fire TV

By Chris Smith on August 08, 2016

In a world drowning in OTT devices, there has to be a few that rise to the top. This is the last installment of a four part series putting a spotlight on the Big 3 OTT Platforms to keep your eye on. If you haven’t, make sure you go back and catch up on Part 1, Part 2, and Part 3!

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Rounding out the Big 3 is Amazon Fire TV, which has definitely earned a spot on the list for a slew of impressive reasons, from consumer price to quick quality assurance times. Amazon also has all kinds of other perks bundled in with the platform too, so let’s take a look at the rundown of why you should keep your finger on AFTV’s pulse.


1. Consumer Ease of Use

AFTV is actually the least expensive of the Big 3 OTT devices. Brand new, it sells for $99.99, targeting audiences who value affordability. The Amazon Fire Stick is an even more affordable option, for $39.99.

Also, techies and existing Amazon junkies flock to the device.

Additionally, Amazon offers a gaming version of the device for just a little more scratch. This version includes an actual gaming controller, so you aren’t limited to the regular remote.


2. Discovery

Just like Roku and the Apple TV, users can easily search for channels in the search bar, in addition to using voice search programmed into the remote. AFTV’s search function also supports deep linking, so finding what you need to find within apps instead of just the apps themselves is a welcomed tool. Plus, there’s also a searchable weblink for your channel.

One downside of the platform, though, is that there isn’t really a bustling discovery feature or great way to promote channels. Roku takes the prize in that category.


3. Monetization

Amazon Fire TV isn’t as versatile as the other OTT devices when it comes to monetization. If your content is on AFTV, you can only monetize through SVOD and AVOD.


4. Audience Reach & Ecosystem

According to the Amazon Fire TV product page, the AFTV has 4,000 channels, apps, and games including access to over 250,000 TV episodes and movies on Netflix, HBO GO, Hulu, and more. Those are the kinds of numbers that grab the attention of potential customers, so adding your own channel to that growing list will net a whole lot of new potential eyes on your content. AFTV also grants access to Amazon Originals and Amazon Prime Video, which you can’t access with Apple TV (however, you can on Roku through the Amazon Video App).

Additionally, because it’s the only device of the Big 3 that sells a separate gaming version, it attracts the gaming community.


5. Ability to Execute

When it comes to quality assurance, Amazon Fire TV is super speedy. However, when it comes to support, Amazon Fire TV isn’t super helpful when content providers are facing down a problem, which is something you’ll definitely need to consider.


Though AFTV doesn’t have an extensive discovery feature or support all monetization methods, the easy searching, affordable cost, and the speedy QA process make up for it.

On top of that, Amazon has been making quality hardware for a few years now, and is always refining the technology and processes. As they grow (and invest tons of money into original programming), you’ll want to be right there growing with them.


If you want to be where you audience is, chances are they’re using one of these major platforms to devour content. Each platform definitely has its own strengths and weaknesses, but Roku, Apple TV and AFTV are the crème de la crème of OTT platforms. In fact, it’s probably the smartest decision to put your content on all three platforms because most viewers only have one of the three devices, so in order to truly maximize reach, your content should be on all three devices.

Connect your video with viewers, everywhere.