Amazon is reportedly developing a free, ad-supported video streaming service

It started with some football

Now, however, it looks as though Amazon is looking for an even wider audience for its streaming video services according to AdAge.

Considering most streaming services, at least the subscription-based paid ones offer an ad-free experience, it has hit the traditional TV market which runs on advertising. While these issues, coupled with a washout at September's Prime Time Emmys, where streaming rival Hulu took home the best drama trophy for The Handmaid's Tale, leave Amazon in need of a creative turnaround, the company's long-term strategic compass points straight at Hollywood.

The e-tail giant is the second largest subscription video on demand service provider in the US, second only to Netflix. This could involve Amazon offering content creators their own channels, which it kind of does already with things like its HBO and Showtime "channels".

The company reportedly began exploring the idea of using ads in its content this year, when it began streaming National Football League games with commercials baked in, to evidently encouraging results. What would content creators get from this deal?

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"Amazon is doubling down on its own media and content, and thinking about how to make that available", the ad agency exec added.

It may not feel like it in the moment, but the advent of the Internet and the rise of streaming video really has made content production into something of a wild west situation, and if Amazon manages to develop a premium and a free version of its service that can co-exist harmoniously, they may be able to tame the lawless frontier, if you will.

On the programming front, of course, Amazon is going through a profoundly rocky period marked by multiple sexual harassment allegations and other misconduct that prompted the departure of Amazon Studios chief Roy Price, which was followed by the exit of other top execs.

According to a report by AdAge, this may change soon as Amazon is trying out the freemium model for the Prime video service. After all, nothing's more attractive to a consumer than the word "free".

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