Amazon already owns one of the key livestreaming video platforms, in Twitch. Now its Amazon Web Services division is launching something that could help brands (perhaps including labels) to create their own-brand versions of Twitch. It’s called Amazon Interactive Video Services (IVS) and is described as “a managed live streaming solution that is quick and easy to set up, and ideal for creating interactive video experiences. Send your live streams to Amazon IVS using streaming software and the service does everything you need to make low-latency live video available to any viewer around the world, letting you focus on building interactive experiences alongside the live video.”
The livestreams can also be made available through iOS, Android and web apps via the Amazon IVS SDK.
We’re interested to see what individual (big) artists could do with this, as well as labels and management companies with rosters of artists, although just like Twitch itself, they’d need to tackle the challenges of licensing.