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Consumer electronics industry

Amazon Unbox: A New Online Video Store Offering DVD-Quality Content

Strategic Insights

— 1 min read

Amazon has launched a new online video store called Unbox, providing users in the US with DVD-quality TV and movie content from over 30 major studio and network partners. The service offers a range of features, including digital rental and retail options, allowing users to purchase or rent films and TV shows. However, users must download the Unbox player application to view content, and videos from Amazon can only be played on the player. The service uses Windows Media DRM and has strict licensing and backup policies, limiting playback on portable devices and standard DVD players.

Key Takeaways:

  • Unbox offers a wide selection of TV and movie content from over 30 major studio and network partners, including CBS, Fox, A&E, Discovery, and MTV Networks.
  • The service provides digital rental and retail options, allowing users to purchase or rent films and TV shows.
  • Users must download the Unbox player application to view content, and videos from Amazon can only be played on the player.
  • Purchased files have a license to be downloaded to two registered computers at a single time, and can be transferred to a portable video device.
  • Video content can be backed up to DVD or another removable storage medium, but will only play back on the original PC on which it was downloaded.
  • Average file prices: rental movie $3.99; retail movie $7.99-$14.99; retail TV show $1.99.
  • Unbox uses Windows Media DRM, but playback on portable devices is not guaranteed unless the device has been certified by Amazon.
  • The service has strict licensing and backup policies, limiting playback on Apple devices and standard DVD players.
  • Amazon has a wider selection of movies content than Apple's iTunes Store, and access to content not available on the Apple store.

Statistics:

  • Over 30 major studio and network partners offering content in Unbox.
  • $3.99 average file price for rental movie.
  • $7.99-$14.99 average file price for retail movie.
  • $1.99 average file price for retail TV show.
  • 30 days to view rented films before expiration.
  • 24 hours to view rented films from first access.
  • 24 hours before purchased files become inaccessible for download.

Sources:

  • Amazon: USA; +1/206 266 7180; www.amazon.com
  • Cited in the original article, "New Apple iTunes Store: Disney Movies in Spotlight," Macworld, September 2006.

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