Amazon Prime Video takes on TikTok with short-form news clips

亚马逊 Prime Video 推出短视频新闻，向 TikTok 发起挑战

Amazon Prime Video is coming after TikTok with the addition of short-form news clips. The company said on Monday that it’s expanding its news coverage to include on-demand news clips offering both local and national stories. These will be available on TVs and other living room devices, but will soon roll out to the web and Prime Video’s mobile apps, the company said.

亚马逊 Prime Video 正在通过增加短视频新闻功能向 TikTok 发起挑战。该公司周一表示，其新闻报道范围将扩大，新增提供本地和全国性新闻的点播短视频。公司称，这些内容目前可在电视及其他客厅设备上观看，并很快将推广至网页端和 Prime Video 移动应用。

The clips will be available in the News destination within the Prime Video app in its Trending Topics and the Local News carousels. They join Prime Video’s existing local, national, and world news coverage from a number of major providers, which are available to everyone in the U.S. regardless of whether they have a Prime subscription. Amazon could not yet confirm whether the clips on mobile would be oriented for vertical video or not, only that they would be considered short-form content on iOS and Android.

这些短视频将出现在 Prime Video 应用的“新闻”（News）板块中，位于“热门话题”（Trending Topics）和“本地新闻”（Local News）轮播栏内。它们将与 Prime Video 现有的来自多家主流媒体的本地、全国及全球新闻报道整合在一起，且美国所有用户均可观看，无需订阅 Prime 会员。亚马逊尚未确认移动端的短视频是否会采用竖屏格式，仅表示这些内容在 iOS 和 Android 平台上均被视为短视频内容。

While TikTok is better known as an entertainment destination, it’s also, along with Instagram, increasingly a place where younger people get their news. Gen Z in particular often watches news creators and influencers on short-form apps, including YouTube Shorts. Amazon, which doesn’t have a true social destination of its own, is instead adding short-form video to Prime Video, in hopes of capturing Gen Z’s attention.

虽然 TikTok 以娱乐平台著称，但它与 Instagram 一样，正日益成为年轻人获取新闻的渠道。尤其是 Z 世代，他们经常在 YouTube Shorts 等短视频应用上观看新闻创作者和网红发布的内容。亚马逊由于缺乏真正的社交平台，转而选择在 Prime Video 中加入短视频功能，希望能借此吸引 Z 世代的注意力。

But Gen Z viewers are drawn to these social apps not necessarily because of the length of the clips, but rather because of how the information is presented. Based on findings from Pew Research, these younger news consumers want short-form news content that “feels organic, not over-produced.”

然而，Z 世代观众被这些社交应用吸引，未必是因为视频的时长，而是因为信息的呈现方式。根据皮尤研究中心（Pew Research）的调查结果，这些年轻的新闻消费者更倾向于“感觉自然、而非过度制作”的短视频新闻内容。

Prime Video is not the first streamer to add short-form clips to its content lineup. Peacock added support for short-form clips in March, followed by HBO Max and Netflix in July, then Disney+ in August. Combined, the updates represent an industrywide effort to meet viewers where they are — which is now often looking for entertainment in shorter bursts and consumable in moments or minutes instead of portions of hours or longer.

Prime Video 并非首个在其内容库中加入短视频的流媒体平台。Peacock 在 3 月份增加了对短视频的支持，随后 HBO Max 和 Netflix 在 7 月跟进，Disney+ 则在 8 月加入。这些更新共同反映了整个行业的努力，旨在迎合观众的需求——即现在人们往往更倾向于在碎片化的时间里，通过几分钟的短视频来获取娱乐内容，而不是观看长达数小时的节目。