HGTV and Food Network are launching four streaming apps on Amazon Fire TV that allow viewers to purchase the products featured in their shows without putting down the remote. With these new apps, viewers will be able to browse products in a small side window without pausing the shows and, should they be interested in certain items, click on them to see more information and even complete the purchase. All transactions will be processed by Amazon and Prime members can opt for free two-day shipping for eligible products.
The two cable networks, both owned by Scripps Networks Interactive, also scored launch partners for each of their new apps, with LG sponsoring HGTV’s Smart Solutions app and Bose sponsoring Food Network’s Summer Entertaining app.
What Brands Need To Do
Amazon has been experimenting with shoppable content on Fire TV as it looks to expand its ecommerce prowess into the streaming space. The home and lifestyle programs of HGTV and Food Network are natural fits for shoppable TV, as they can organically integrate a number of CPG and household products. For those brands, these new apps present a new channel to reach an audience that is increasingly shifting from linear TV to on-demand viewing.
To learn more about how brands can reach viewers on OTT platforms with sponsorships and product integrations, please check out the Appified TV section in our Outlook 2016.