If you have an Amazon Fire TV, then you can no longer watch YouTube on it. Starting on January 1, you can’t use Fire TV to watch YouTube. And for a second time, Echo Show video device of Amazon will no longer allow you to access the said video service.
The decision is a sign that the battle between two tech giants has not been resolved. And it’s also a sign that it’ll get messier next year.
In a statement, Google said:
“Amazon doesn’t carry Google products like Chromecast and Google Home, doesn’t make (its) Prime Video available for Google Cast users, and last month stopped selling some of (our sister company) Nest’s latest products. Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and Fire TV. We hope we can reach an agreement to resolve these issues soon.”
Both tech companies intensify their competition in various ways. For instance, Amazon goes deep into online advertising, which is Google’s niche. Then, Google is moving to e-commerce and smart speakers, which is obviously the territory of Amazon.
Over the years, their competition intensified leaving fewer options for customers. But it’s not yet clear whether this latest move is a negotiating tactic or an indication that there’s more battle between the two tech giants.
In September, Amazon’s Echo Show users could no longer access YouTube. At that time, Google stated that how YouTube is implemented on the Echo Show is a violation of the company’s terms of service. The Show is a smart speaker of Amazon that comes with a built-in touchscreen display. Last month, Social Barrel reported that YouTube is back on the Show in time for Black Friday.
But the access was shortlived as Google cuts access again. Amazon stated that it’s going to resolve this issue with Google ASAP.
Back in 2015, Amazon stopped selling Chromecast and Apple from its website. This move helped the company in directing its customers to its Fire TV. The company stated that it only wanted to ensure that its customers would obtain the best devices that they could use to watch Prime Video service.
Earlier this year, Apple announced that Prime Video could be accessed through Apple TV. Although it’s not available on Google Chromecast, it’s accessible on mobile Android devices.
Google and Amazon have been fighting to ensure that their devices would get into their customers’ homes. In 2014, Amazon launched the Echo, and Google followed suit the following year.
Apple would be joining the marketing by offering its customers HomePod.
But in the smart speaker world, Amazon is dominating the market. Its Echo devices own 73 percent of the market share while Google’s devices are only 27 percent.
Amazon introduced a new line of Echo devices in September. Google, on the other hand, launched a slew of products that would get its digital helper, Assistant, to more users. The latest devices would include an updated version of its smart speaker and the Home Mini device.
Although there’s an ongoing competition between the two companies, they continue to work together for some devices. Hopefully, these two companies would realize that it should never be about them, but it must be about their users.