Amazon’s FAST partnerships may help explain Prime Video’s limited UGC growth

Amazon Prime Video accepts film submissions through a review process, with a low submission cost, but the service has not seen a major groundswell of user-generated films.

One possible explanation is Amazon’s identity and data partnerships across FAST. Its partnership with Roku gives it access to selected high-value impressions, which may reduce the incentive to own the platform outright or broadly cultivate additional content. The role of potential quality thresholds or competition with partnered FAST channels remains uncertain.

The analysis also characterizes the broader UGC question as partly distracting, arguing that Netflix is unlikely to become a pure UGC service. These explanations are presented as possibilities, not confirmed Amazon strategy.