In an escalating spat, Google has decided to terminate YouTube services from Amazon’s Fire TV and Echo Show devices. This decision was taken in the light of Amazon’s refusal to sell some Google products that would serve as a competition to Amazon gadgets. These products included Chromecast, Google’s streaming device seen as an alternative to Fire TV, and Home, an internet- connected speaker which attempts to compete with Amazon’s market-leading Echo .
In a statement given by Google on December 5, it said, “Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and Fire TV.’’ However, Amazon didn’t instantaneously respond to a request for comment.
Google hopes to pressurise Amazon into selling its products by denying access to the world’s most extensively viewed video service. YouTube will be taken off Fire TV on January 1, 2018, unless the two companies agree upon a truce.
YouTube was to be withdrawn from the Echo Show, although Amazon has in the past found methods to formulate unauthorised versions of YouTube available on its device.
Clashes between Google and Amazon have been persistent since the past few years. An initial sign was Amazon redesigning Google’s Android mobile software for its Kindle tablets. Two years ago, Amazon ousted Chromecast from its store, although the device had formerly been its top-selling gadget.
Apart from abjuring Chromecast and the Home speaker from appearing on its store, Amazon has declined to sell an internet-connected thermostat made by Nest, owned by Google parent Alphabet Inc. Amazon also doesn’t permit its Prime video streaming service on Chromecast, an elision that Google seeks to modify.
This spat reflects the contentions that occasionally stir between pay-TV providers and TV networks during re-negotiation of deals. Here, the two aren’t quarrelling over licensing fees. Instead, they are struggling to position their gadgets and digital services into our daily lives as internet-connected appliances become deeply embedded.