Amazon's Fire TV Streaming Project Is About Hooking in Prime Members
*By Amanda Weston*
Amazon's reported free video service may be designed to entice more people to sign up for Prime subscriptions, said PCWorld's Michael Simon.
"I think if they come out with an ad-supported version, which will probably show a smattering of popular shows to people who aren't Prime members yet, I think it could be super successful for both selling Fire TV devices, which would presumably be the way to get it like Roku, and also upgrading people to that full Prime membership, which I think is the ultimate goal here," Simon said Thursday in an interview on Cheddar.
The Information [reported Tuesday](https://www.theinformation.com/articles/amazon-plans-new-video-app-latest-step-into-tv-ad-market) Amazon is planning to launch a service called Free Dive for its 48 million Fire TV customers. Free Dive would be separate from the retail giant's Prime Video service and could be a direct competitor to the popular Roku Channel. Shares of Roku dropped 3 percent Wednesday after the news.
Simon said Amazon is likely trying to sell as many Fire TVs as it can to ultimately lure fans to its Prime program, which Amazon CEO Jeff Bezos revealed in a [letter to shareholders in April](https://www.sec.gov/Archives/edgar/data/1018724/000119312518121161/d456916dex991.htm) has over 100 million subscribers. Even after the company raised the annual cost of membership from $99 to $119 in May, Simon called the service "lifetime commitment."
Prime members get access to Amazon's original content, but The Information suggested the company wants to license older TV shows that have already aired on other networks for Free Dive and make a play for the traditional TV ad market.
For Amazon to take over the industry from streaming giants like Netflix and Hulu, Simon said it might take a while.
"Netflix has a tremendous catalog and Amazon is, you know, they're slowly but surely getting there," Simon said. "If I had to peg it, I'd say it'll probably still take another three to five years before they're a realistic competitor to Netflix."
For full interview [click here](https://cheddar.com/videos/amazon-reportedly-set-to-launch-new-video-service).
Exercise equipment maker Peloton is attempting to run away from a recent bout of controversy. CEO John Foley published an open letter to employees on Thursday after reports that said Peloton was pausing production of its Bike and Tread products, delaying the opening of a new U.S. factory, and considering job cuts. In the letter, Foley wrote that the information in the reports was 'incomplete,' 'out of context,' and not reflective of Peloton's strategy. Peloton's stock responded on Friday, with shares bouncing back after falling nearly 24% in the regular session on Thursday. CFRA Research's Director of Research Ken Leon joined Cheddar News' Closing Bell to discuss.
Home essentials maker Outlines announced its launch at the beginning of 2022, along with $1 million in pre-seed funding led by Social Impact Capital. Outlines says it is re-imagining how we keep our homes clean while also reducing plastic waste. The company's debut product, the Shower Liner System, is made of long-lasting materials, including easy-to-recycle plastic. Outlines co-founder and CEO Luke Young and co-founder and COO Megan Ceryanec joined Cheddar News' Closing Bell to discuss.
eToro, the social trading platform that offers crypto, forex, and equities, recently announced that it's giving U.S. users the option to include stocks and ETFs as part of their investment portfolios. Lule Demmissie, CEO of eToro U.S., joined Cheddar to talk about the company’s expanded offerings. "We felt, although crypto is a fantastic asset class, that individuals benefit from having a broader access to different kinds of investments, and equities is definitely one of them," Demmissie noted.
Coming off of CES, Blink Charging announced a partnership with legacy automaker General Motors to provide charging stations for its newest electric cars. The company specializes in stations they own and operate that also accommodate residential and commercial locations. Michael D. Farkas, founder and CEO, noted that they "don’t discriminate” when it comes to locating their chargers while also taking the philosophy of seeing their hardware more like hot water heaters rather than smartphones constantly in need of upgrading. "We believe it's one of the reasons why we were selected by GM," Farkas said. "These dealerships have to invest in these locations and make sure that this hardware is workable for a very, very long period of time."
Simeon Siegel, managing director and senior analyst at BMO Capital Markets joins Cheddar News to discuss CNBC's report that Peloton plans to halt production, despite the company's CEO denying those claims.
Jackie Rotman, founder and CEO of the Center for Intimacy Justice joins Cheddar News to talk about why Facebook is banning ads by companies targeting women's sexual health but not ads catered to men.
TikTok recently announced that it is testing a paid subscription model. The news comes days after Instagram publicized a similar service. TikTok has made $2.3 billion from in-app purchases, but mostly through tips, in 2021, showing that its users may be open to spending money on the platform.
Netflix beat its earnings projections for Q4 — but the stock still plummeted as the streaming pioneer cut back on its forecast for future subscribers. Michael Robinson, the chief technology strategist at Money Map Press, joined Cheddar to discuss the report and what's driving the downward pressure on its shares. "It's the growth is really what's worrying people," he said. "'A' we have slowing economic growth, and 'B' we've got slowing growth for this company, as 'C' we have an increase in competition."
