Amazon Challenges Apple and Google with New Cross-Platform Video Streaming Feature

Amazon.com Inc AMZN Amazon.com shares are trading higher. The company has launched Matter Casting. 

This new feature rivals Apple Inc's AAPL AirPlay and offers cross-platform compatibility, enabling iPhone and Android users to stream videos wirelessly to Amazon's TV devices. 

This innovation is part of Amazon's initiative to foster interoperable services, presenting an alternative to proprietary technologies from Apple and Alphabet Inc GOOG GOOGL Google. 

Unlike these systems, which sometimes struggle with cross-platform functionality, Matter Casting aims to streamline sending video from smartphones to various Amazon devices, including Fire TV units and the Echo Show 15, Bloomberg reports.

Also Read: Amazon's Ad-Driven Strategy for Prime Video Gets Applauded: Analysts Forecast Incremental Revenue

Initially, Matter Casting will only transmit content from Amazon's Prime Video app to Echo Show devices. 

However, Amazon plans to expand this feature to support Fire TV technology in the coming months. 

By the end of the year, the service will likely include compatibility with a diverse range of video services such as Plex, Pluto TV, Sling TV, Starz, and ZDF.

The development of Matter Casting aligns with the broader Matter standard for smart home appliances, a collaborative effort involving major tech companies like Apple, Google, and Amazon. 

This standard has been instrumental in facilitating compatibility across different smart home devices. 

With Matter Casting, Amazon envisions creating a unified, seamless experience for video streaming across various platforms and devices, bridging the gap between different ecosystems in the technology world.

Earlier this month, Amazon tapped Jeremy Helfand, a former executive at Walt Disney Co DIS and Hulu, to lead the advertising division for its Prime Video service. 

This appointment aligns with Amazon's strategy to launch a new ad-supported tier for Prime Video.

Price Action: AMZN shares traded higher by 2.66% at $149.10 on the last check Tuesday.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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