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Summary:

Amazon has signed a big streaming video deal with Viacom. The multi-year agreement includes Prime Instant Video access to kids’ shows like Dora the Explorer and SpongeBob SquarePants, plus grownup shows like Tosh.0.

Dora The Explorer

When Netflix declined to renew its licensing deal with Viacom, it lost streaming rights to a bunch of beloved kids’ shows like Dora the Explorer and SpongeBob SquarePants. Amazon was there to wipe away kids’ tears, since it streams the shows through Prime Instant Video. And on Tuesday, it announced it’s locked up the rights that Netflix lost through a “multi-year, multi-national” streaming deal that will place hundreds of Viacom shows on Prime.

Some of those will be exclusive — the press release doesn’t make clear which ones, but an Amazon spokeswoman verified for me that Nick Jr. shows like DoraBlue’s Clues and The Backyardigans will be exclusive to Prime, while Nickeloden shows like SpongeBob are exclusive “in terms of digital video subscription services”  but will still be available through sources like Viacom’s Nickelodeon app. In addition, Viacom says that recent episodes of some shows are still available on Hulu Plus. From the release:

“Prime members will now have unlimited instant streaming access to popular kids programming such as Bubble Guppies, The Backyardigans, Team Umizoomi, Blue’s Clues and Victorious, along with top-rated shows from MTV and Comedy Central like Awkward, Tosh.0 and Workaholics. Prime members will also have access to future episodes of Dora the Explorer, SpongeBob SquarePants, Fairly Odd Parents, Fresh Beat Band and more. LOVEFiLM customers in the UK and Germany will get some of the same great shows later this summer.”

Some shows from Nickelodeon and Nick Jr. will also be available through Kindle FreeTime Unlimited, Amazon’s monthly content subscription service for kids.

A source tells AllThingsD that this is “the company’s biggest licensing outlay to date,” but the company has been working hard to lock down exclusive streaming rights for awhile. This year, for instance, it got those rights to Downton Abbey: Starting June 18, Amazon will be the only place that viewers can stream the third season of the BBC hit, with seasons 1 and 2 going exclusive later in the year. It also has exclusives on FX’s Justified and the CBS Stephen King summer drama Under the Dome.

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  1. chrissignore Tuesday, June 4, 2013

    Reblogged this on The World's Last Domain and commented:
    Good to see Viacom embracing some new partnerships and revenue models. Give the people what they want…where they want it. Great content will win.

    1. “Viacom embracing”?

      The article clearly states that Netflix turned them down. I think you mean “Good to see Viacom was lucky that someone else wanted to pay the price they wanted.”

      I’m not sure many people will be taken up a Prime account to watch Dora….

      1. They are aggressive with pricing, that’s for sure. But also knowing that they are super selective as to where they syndicate (especially the big brands – aka NICK w/ Dora) no matter what revenue potentially awaits them – this might not be as obvious and/or late as you might think. Meaning to me- yes. they are embracing digital distribution off o&o, growing their footprint and not withholding their content as they have to this point.

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