Amazon is rolling out a new Prime Video interface for streaming devices, smart TVs and Android devices that removes text-based tabs at the top for icon-based navigation around the page, along with a dedicated sports tab on the home page for live and pre-recorded content in the category. The new redesign also includes a larger Amazon Originals carousel with age ratings and top ten charts for titles in the region.
The updated home screen now has a new side navigation menu with icons for Find, Home, Save to buy or rent tracks or 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 purchases.
The changes to Prime Video’s navigation menu are similar to the new Fire TV interface – which uses icons instead of text for tabs – that Amazon rolled out last month. The Amazon Prime Video redesign is rolling out this week to customers worldwide, 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 emphasize our broad content selection and make it easier for customers to find the content they love,” the company said in a pre-authored statement.
Amazon is now adding four new sub-navigation options under a new larger banner carousel on the home screen named All, Movies, TV Shows, and Sports to easily find content in those categories. It’s surprising that Amazon has waited this 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 features larger carousels of trailers for Prime Originals, a top 10 chart for the region, and a carousel to make it easy to find your current subscriptions.
The new search menu now shows song suggestions as you type, and you can also filter out suggestions by category, genre, 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 screens.
The Sports tab is an all-new addition to Prime Video that lets you find live sports, replays and highlights of recently finished games and documentaries. There is also a carousel that you can use to navigate to different leagues in your area. While Amazon has an extensive catalog of sports documentaries – including its own all-or-nothing series – there wasn’t an easy filter or button to find related content. You had to manually search for these titles or pray that one of them showed up in the suggestions.
Amazon has also updated the live TV tab design 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 across platforms and it takes a few steps to find the program you want to watch. In addition, the Live TV screen shows upcoming live sports from your Amazon Prime and Channel subscription.
The company stressed that with this update, it clearly labels paid and free titles. It marks titles that are included with Prime membership with a blue tick and titles that you have to pay for with a gold shopping bag.
While Amazon Prime’s new design update is mostly visual, a dedicated sports tab shows that the company takes this category more seriously. The company acquired the exclusive streaming rights to the show NFL Thursday Night Football Games last year and will show those games this year. The e-commerce giant is aiming to secure the rights to show UEFA Champions League football in both the US and UK. It was also aiming to get five-year streaming rights to the Indian Premier League cricket league last month, but backed out days before the bidding started.
Amazon mentioned that the UI overhaul is aimed at larger screens as it represents the majority of its viewers who use this streaming mode. However, no details were mentioned about what percentage of users watch content on a big screen versus a small screen globally.
The company’s approach isn’t surprising given that people are spending more time streaming content on a big screen like a connected TV, smart TV, or gaming console. A report released by streaming data analytics firm Conviva in May for the first quarter of 2022 suggests that big screens accounted for 77% of global minutes streamed for that period.
“In mature markets like the US and Europe, viewers are migrating from small devices to smart TVs, laying the foundation for streaming to overtake linear TV on the big screen,” said Keith Zubchevich, President and CEO of Conviva. in the report.