Cox Communications has added Amazon Prime Video to the list of OTT apps integrated on the cable operator’s Contour TV platform.
Cox inked a licensing deal in 2015 with Comcast for a video offering based on the cable giant’s X1 platform.
The Amazon Prime Video app joins Netflix and YouTube, as well as iHeartRadio, on Cox’s platform.
As traditional pay TV subscribers continue to decline and consumers face a growing number of options for accessing content, cable operators including Comcast, have worked to provide a hub for content search and discovery by integrating popular streaming video apps alongside traditional linear TV.
“We’ve removed the complexity that comes with toggling, switching inputs or the necessity of watching on a smaller screen,” said Kevin Hart, EVP and chief product and technology officer at Cox, in a statement. “Now all you have to do is say the name of your favorite Prime Video show or movie into your Contour remote and it will appear on your TV.”
“Our goal is to make life easier and connect our customers with the content that they care about,” continued Hart.
Earlier this year, Comcast announced the launch of $5 per month content aggregation service called Flex, which is available for broadband-only subscribers.
Flex aggregates paid streaming apps including Netflix, Amazon Prime Video, HBO, and Showtime, as well as free content from services like Xumo, Pluto, Tubi TV, and Cheddar.
It remains to be seen whether consumers will want to fork over an additional fee for content that is widely available at no cost, but Comcast hopes to appeal to customers that want to discover and access content from a variety of services all in one place on a personalized platform.
“We believe in a sea of apps there’s actually app fatigue amongst a certain segment of customers, and it’s really about aggregating the experience of all the different content within these apps,” said Matt Strauss, EVP of Xfinity Services at Comcast, on a press call in March announcing the service.