Amazon Prime Videohas rolled out a new feature that tackles a problem that general viewing audiences have had long before the advent of streaming services. This solution, which the company has already deployed on select streaming content, is part of an internal initiative to improve accessibility.
Amazon Prime Videois Amazon’s streaming platform, which hosts a wide range of Amazon Original content created by Amazon Studios and MGM holdings, in addition to content from other production companies and facilitating live events, video rental services, and more. The platform boasts over 200 million users and constantly adds high-profile content to its offerings, such as theSpider-Man Noirlive-action series currently in developmentat the platform’s associate studio.
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“At Prime Video, we are committed to building an inclusive, equitable, and enjoyable streaming experience for all our customers," said the Vice President of Technology at Prime Video and Amazon Studios, Raf Soltanovich. “Our library of captioned and audio-described content continues to grow, and by leveraging our technological capabilities to create industry-first innovations like Dialogue Boost, we are taking another step to create a more accessible streaming experience.” A strong focus on stress-free accessibility could be a major factor in securing some external content for the platform, such as the proposed deal between Warner Bros. Discovery and Amazon forPrime Video to collaborate on and host DC animated content.
This innovative new solution will be especially effective in genres that feature a lot of loud sound or sustained effects, such as action, adventure, and, more specifically, fantasy, a genre that Amazon already invested heavily in, asThe Rings of Powerhad already cost the company more than $700 millionbefore it even premiered. With the strong competition ramping up in this genre specifically and streaming as a whole, it will be interesting to see how effective this tool will be in helpingAmazon Prime Videopush forward in the market.
