Amazon's free live stream of Obama's final state of the Union address verges on new territory for streaming giant
Amazon will live stream president Obama’s final State of the Union after partnering with The White House in a move that will see it stand out from its rivals and signals a broadening of its content away from pure entertainment.
Obama’s final State of the Union address tomorrow will draw millions of viewers and Amazon’s live stream of the event illustrates the changes in America’s viewing habits. The stream is not connected to Amazon Prime and will be freely available through Amazon Video.
Amazon has followed Netflix and Hulu’s lead in producing its own shows and offering original content, but the decision to broadcast the president’s address illustrates a broadening in its content offerings and a push to define itself outside its rivals.
It will also offer an easy way for cord cutters to see a major national news event on phones, tablets and the web. While it might not be the first time the State of the Union address has been broadcast live online - The White House has been broadcasting presidential address online since 2002 - it signifies a threat to US cable TV companies who are struggling to compete with the on-demand popularity.
The partnership will allow The White House to extend its reach and engage more viewers who may otherwise miss the speech.
White House digital director, Jason Goldman, laid out the details of the partnership on blog publishing platform Medium. In the post he hinted that the approach taken could become increasingly common as the administration attempts to match viewers’ two-screen experiences.
He said: "That means meeting people where they are —and in this day and age, that starts by recognizing that even people following on two screens don’t just flip back and forth between a TV and a smartphone"
As for the content of the speech Obama has signalled that he intends to reflect on some of the most momentous decisions of his presidency. These are likely to include his moves to curtail gun violence, the auto industry bailout, health insurance legislation, and policies he credits with a 70-month streak of job creation.
In his weekly radio address Saturday, Obama also hinted at a theme of his speech to Congress: "America can do anything."
"Even in times of great challenge and change, our future is entirely up to us. That’s been on my mind while I’m writing my final State of the Union Address," he said.
Obama’s final State of the Union speech will take place on Tuesday 12 January at 9 p.m. ET. Viewers will be able to watch it live on Amazon.