Amazon launched an app for its video services on the Xbox 360 Tuesday, making it possible for Xbox Live subscribers to both access the company’s Instant Video video-on-demand offering as well as its Prime Instant video subscription service. Kinect owners can also navigate Amazon’s catalog with voice search, and control the app with voice commands.
Amazon Instant joins a number of other video services on the Xbox, including Netflix, Vudu and Microsoft’s own video-on-demand offering. Microsoft has in recent months put a lot of energy into expanding the game console’s video line-up, and also brought YouTube as well as video services from pay TV operators like Comcast’s Xfinity and Verizon’s FIOS TV onto the platform.
But even with lots of competition, this is a significant expansion for Amazon. The company has been continuously expanding its Prime Instant subscription service, which is offered as a benefit to subscribers of its Prime two-day shipping service. Just last week, Amazon announced a new partnership with Paramount that will bring hundreds of new movies to the service.
Prime Instant now offers more than 17,000 movies and TV show episodes, according to Amazon. That’s still substantially less than Netflix’s around 50,000 movies and TV show episodes, but catalog is only one piece of the puzzle. Presence on connected devices plays a big role as well in the battle for the living room, and Netflix has seen a lot of activity for its streaming service on game consoles in particular. Last year, close to 25 percent of all Netflix traffic was caused by Xbox streaming alone.