Amid video growing pains, Amazon Live struggles to attract publishers

Amazon wants publishers to drive their audiences toward the ecommerce platform’s shoppable videos. Many are skeptical.

December 01, 2021

More than two years after renewing focus on its live-stream shopping product, Amazon Live, Amazon is still mostly reliant on an eclectic collection of reality TV stars and YouTubers to deliver live video content, despite months of efforts to recruit publishers and the audiences they've amassed on other platforms. Read more below. Amazon wants publishers to drive their audiences toward the e-commerce platform's shoppable videos. Many are skeptical. Digital agency Acadia is focused squarely on winning mid-sized clients that the holding companies usually pass over or don't treat seriously enough. The Digiday+ Future of TV Briefing this week explores how the balance of power is shifting between individual video creators and the companies that have built businesses around them. As DE&I conversations continue throughout corporate America, a communications professional who identifies as LGBTQ says intersectionality needs to play a bigger role. As Condé Nast shifts to a consolidated global content strategy, editorial teams around the world are working more closely at AD to coordinate the publication of feature stories, videos and new franchises. The search for post-cookie solutions rumbled on at Digiday's Programmatic Marketing Summit. More in this Digiay+ recap. Check out our new sister site, WorkLife, covering the future of the workplace: While organizations believe the working environment and workplace support systems have improved since before the pandemic, employee sentiment tells a different story. Other things to know about The Digiday Media Awards Europe recognize the companies, campaigns and technology modernizing European media. Learn more here. CTV, video and audio have become integral to multi-channel marketing strategies. Download this report to learn how brands and agencies are innovating within these channels. Sponsored by StackAdapt. Top Stories Ivy Liu Shoppable Video Amid video growing pains, Amazon Live struggles to attract publishers Amazon wants publishers to drive their audiences toward the ecommerce platform’s shoppable videos. Many are skeptical. howdy! Evolving Agencies 'Push back with brilliance': Jared Belsky explains Acadia's approach to acquiring other agencies and recruiting clients Digital agency Acadia is focused squarely on winning mid-sized clients that the holding companies usually pass over or don't treat seriously enough. Sponsored by Eyeota Publishers hold all the cards in the identity game — but they need to hold on tight Publishers have entered a pivotal window; they have the opportunity to rewrite the identity narrative so that it includes predictable, sustainable revenue. Advertisement howdy! DIGIDAY+ MEMBER EXCLUSIVE Future of TV Briefing: How the creator economy's power balance has shifted since the era of multichannel networks The Future of TV Briefing this week explores how the balance of power is shifting between individual video creators and the companies that have built businesses around them. howdy! The Confessions 'Recognizing the differences between us': Confessions of a communications professional on lagging intersectionality As DE&I conversations continue throughout corporate America, a communications professional who identifies as LGBTQ says intersectionality needs to play a bigger role. All Latest Stories Content & Commerce ‘Becoming a direct-to-consumer company’: How Condé Nast’s Pamela Drucker Mann is focusing on innovation in 2022 after the best revenue year in a decade Condé Nast' CRO Pamela Drucker Mann is bullish on how the past year of investing into contextual targeting, digital video and e-commerce will assist in the legacy media company's continued digital-first growth.