Amazon refreshes Prime Video design with icon-based navigation and dedicated sports tab – TechCrunch

Amazon is introducing a new Prime Video interface for streaming devices, smart TVs and Android devices that ditches text-based tabs at the top for icon-based navigation on the side, as well as a dedicated sports tab on the homepage for live and pre-recorded content in the category. The new revamp includes a bigger carousel for Amazon Originals with maturity ratings and top 10 charts for titles in the region as well.

The updated home screen now has a new navigation menu on the side with icons for Search, Home, Store to buy or rent titles or to subscribe to channels, Live TV to view content from your subscribed channels, Free with Ads for Amazon’s FreeVee service, and My Stuff for watchlists and shopping.

Picture credits: Amazon

Prime Video’s navigation menu changes are similar to the new Fire TV interface — which adopted icons instead of text for tabs — that Amazon rolled out last month. Amazon Prime Video’s redesign is rolling out to customers worldwide this week using the app on TV streaming devices, including Fire TV and its Android app with iOS and web interface updates to follow .

“We’re redesigning the Prime Video experience to showcase our wide selection of content and make it easier for customers to find the content they love,” the company said in a pre-written statement.

Amazon now includes four new sub-browser options under a new, larger banner carousel on the home screen called All, Movies, TV Shows, and Sports to easily find content in those categories. It’s surprising that Amazon waited so long to have these basic navigation tabs on the big screen. Before this update, it was very difficult to just scroll through movies or TV shows. The homepage also displays larger carousels with trailers for Prime Originals, a top 10 for the region, and a carousel to easily find your current subscriptions.

Picture credits: Amazon

The new search menu now shows suggested titles as you type, and you can also filter suggestions by categories, genres, or titles available in 4K. These search filters were already available on the web and mobile apps, but now they’re rolling out to the big screen.

The Sports tab is a brand new addition to Prime Video that will help you find live sports, replays and highlights from recently concluded matches and documentaries. There is also a carousel to navigate through the different leagues available in your area. While Amazon has a sizable catalog of sports documentaries – including its own All or Nothing series – there was no easy filter or button to find related content. You had to manually search for these titles or pray for one to show up in the suggestions.

Amazon has also refreshed the design of the Live TV tab with a channel guide interface available by default so you can jump to the content your subscribed channels are currently showing. Currently, the Live TV interface is not ubiquitous on all platforms and it takes a few steps to find the program you want to watch. Additionally, the Live TV screen showcases upcoming live sports from your Amazon Prime membership and channels.

Picture credits: Amazon

The firm pointed out that with this update, it clearly marks paid and free titles. It shows the titles included with the Prime subscription with a blue checkmark and the titles you have to pay for with a gold basket.

While Amazon Prime’s new design update is mostly visual, a dedicated sports tab shows the company is getting more serious about this category. The company acquired exclusive streaming rights to air “NFL Thursday Night Football” games last year and will begin airing those games this year. The e-commerce giant is aiming to secure the rights to broadcast UEFA Champions League football in the US and UK. He was also aiming to secure the five-year streaming rights for the Indian Premier League cricket league last month, but pulled out days before bidding started.

Amazon mentioned that the interface redesign is geared towards larger screens as it represents the majority of its viewers using this streaming mode. However, he did not mention any details on how many percentages of users watch content on a large screen versus a small screen globally.

The company’s approach comes as no surprise as people are spending more time streaming content on a big screen like a connected TV, smart TV or game console. A report by the analytics firm Conviva streaming data in May for the first quarter of 2022 suggested that large screens accounted for 77% of minutes streamed globally for that period.

“In mature markets like the United States and Europe, viewers are shifting from small devices to smart TVs, laying the foundation for streaming to surpass linear television on the big screen,” said Keith Zubchevich, president and chief marketing officer. direction of Conviva in the report.

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