Amazon has been ramping up its video-on-demand business for a while now, focused on longform video: commissioning original TV shows and films, for example, while licensing in existing content to make its Amazon Prime service a rival to Netflix. Now it seems Amazon may have designs on shortform video too, going head to head with YouTube. That’s according to AdAge, which suggests that Amazon is pitching YouTube MCNs to distribute their content through its Instant Video service too. “n addition to expanding their viewership to Amazon’s audience and opening up a pay-per-video revenue stream, producers would receive branded pages on Amazon that would promote their videos, similar to a show page on Hulu or a channel on YouTube,” claims its story. While music videos aren’t specifically mentioned, they’d be a logical inclusion in any such deals, and would fit well with Amazon’s existing businesses in music downloads and cloud music.

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