Releasing Your Episodic Content on Amazon Video/ Amazon Prime

IMG_7243My low budget Christian sitcom Peculiar is now available on Amazon Video! (also my short film BRKN, if you’re interested.)

Since the first episodes started broadcasting in late 2012, I have wanted to see the show available on a major streaming service. Until recently the best (only?) route was to hire an aggregator to try to place your content in iTunes, Netflix, Hulu, Amazon, and anywhere else with a VOD distribution pipeline. Most of those were several hundred dollars up front, no promises. A few would try to place your content for a percentage of what you might make off views/sales.

I’ve never tried to cash in on Peculiar. It wasn’t a huge financial success. Not only did I not have several hundred dollars to spend on this, I didn’t expect to make back any investment that large.  But I do want this series to be available to as many people as possible. After my amicable split with my traditional distributor, I contacted one of the percentage based aggregators. He replied honestly, and not surprisingly, that he felt he could place my show on Amazon, but nowhere else. But I would need to rework the closed caption files. At that time, costs of captioning was a huge hurdle.  I did find a way to get the content onto Amazon Video myself. But, the files would be Standard Definition, not HD. and I could not submit episodic content. I actually questioned an Amazon Create Space representative pretty hard about why this was the case. I never received a satisfactory answer. Any episode I uploaded to Amazon would be low resolution and would stand alone. The only way to get Amazon to group all of the episodes from your series together was to use an aggregator. So I tabled the idea.

Enter Amazon Video Direct. (AVD)

In May of 2016 Amazon announced it’s new service.  Open “to any video creator, the e-commerce giant will compete head-to-head with Google’s YouTube for video-ad dollars and views as well as other big Internet video distributors like Facebook and Vimeo.”  What that boils down to is a way for independent content creators to upload their video creations to Amazon and make them available through the streaming site. You can upload any short, feature, series, documentary… anything, and make it available to Amazon’s streaming audience. The company shares revenue for purchases and pays similar to Youtube for free Prime streaming. You could even set up a subscription service through AVD, but I don’t know much about that.

So, how do you use it?

  1. Got Content? First, of course you need content that you have permission to, or own the rights to distribute in this manner. I don’t yet know how content ID is going to work, but you can bet that like Youtube, computers will be scanning this library to find copyright violations.

  2. Set up your account. You will need to add your bank and tax information before you can publish your content.

  3. Prep your content. AVD supports Pro Res 422, MPEG-2, and h.264 (in certain wrappers. h.264 in a QT .mov wrapper is not supported.). I uploaded my files in a Quicktime Pro Res 422 file. These files are huge. But they are also pretty much lossless, when compared to the MPEG2 or h.264 formats. Plus I had my series stored in this format. But upload speed is critical. Try to find a commercial connection you can use. It would take me days to upload just one file if I tried to do this at home. If you have 5.1 surround audio, then you will need to use either the MPEG 2 or h.264 file format.

  4. Prep Your captions. You must have closed captioning. Period. The end. Luckily, there are quite a few ways to get captions for your content. You can pay, but if you use Adobe Premiere CC, you can create them inside the editor. I already had .scc files from when my show was broadcast. But they were 608, roll up captions, and timed for a 28:30 show with 2:00 breaks. Adobe CC imported them like a champ, and allowed me to make edits as needed. I exported the 608 captions to a “sidecar” .scc file and we were good to go. AVD can take 608 or the much nicer 708 captions. Both can be created in Adobe CC. This is the single biggest hurdle for publishing videos on AVD. I gave up on a 708 caption file I created myself for a standalone short film, and I am still having issues with their process. I have only been able to get an .scc 608 caption file to work for content with a 29.97 fps, so far. Even 608 captions for 24p content with an .xml caption file have been rejected. [Update: In the end a file worked with 24p content. In my experience 2 file types that Premiere can create that work with AVD: 30fps can use .scc 608, 24fps can use .srt 608.]

  5. Prep Your Graphics. Before you can publish your videos, you need a graphics package. This is what Amazon shows people when they look for your content. There are key graphics and a background graphic. Follow the image size requirements, and choose something that will catch the eye of your audience. I had a set of promotional images I’ve used for the show for years, so I adjusted them to fit these sizes. Episodic content requires both a 16×9 key image and a 4:3 Key image. (Standalone content requires 16×9 and a 3:4 image.)

  6. Upload. If you have a series, you don’t have to upload every file at the same time. You will need to have all the metadata filled in, cast and crew, graphics, etc… and then select the video files and captions, select the availability of the content. If you want to sell a season pass, you need at least 3 episodes uploaded. You can select when you want the content to be available, but I just chose as soon as possible.

  7. Publish. Once you think you have everything ready, hit Publish. If you forgot anything, you will have the chance to correct it. Then be prepared to wait. It takes Amazon a few days to look at your content and publish it. You will see small green circles for the areas the content will eventually be available. They should be half full and green. Once everything is approved and live, they will be all green. I published episodes over a period of time. My “circles” would still be half full, but episodes would already be available for viewing. Once every video file has been approved, then it will show completed. What if you want to change something? Then just go back into the dashboard of AVD, re upload the file, change the txt, etc… and hit save. Then wait several days again for the changes to take effect.

  8. Promote. Amazon has instructions on how to link to the streaming page for your content, and some “Watch on Amazon” graphics. And of course, you will want to let your existing audience know about this new outlet.

So far over 350 minutes of content have been watched. That will pay me… less than $1.00. But that’s OK, I’m not trying to get rich on Amazon, I want people to see the projects I’ve been a part of. If you can navigate the tricky caption requirement, making your content available on Amazon Video open it up to a whole new, pretty large, audience.

[Update: 8 months later, I consistently make 4-5 times more for views of the 12 videos I have on AVD vs the 60+ videos I have on Youtube. I’ve done nothing but make it available, no advertising, very little promotion.]