Amazon is the odd one out among the big technology players in so far that video is part of a global strategy arounds its Prime service rather than an isolated revenue stream in its own right. We can see other major content players starting to adopt some of the same rhetoric at least, such as Disney and Discovery when they talk about video being subsumed into a greater experience both within the box and outside. Yet at the same time Amazon has recognized a need to break out of the Prime straitjacket and start monetizing video directly, as it has done with its Prime Video Channels. These are available only to Prime subscribers but as add-ons, sometimes for significant fees,…