Over on AFTVNews my friend Elias Saba reported on a new development on the Fire TV platform that will impact Plex (affiliate link), Reelgood, Just Watch and other third party content search engines. Amazon reportedly will be disabling “deep linking” which is the practice of having one app link to content inside of another app. This topic is the subject of my latest video.
What this means is that if you’re maintaining a watchlist in Plex you can still maintain that list and find new content in the Plex database on FireTV, but Plex will no longer “drop you off” in another app to watch. You can, of course, use Amazon’s built in search which will continue to deep link into supported (paying) apps. This new Amazon policy mirrors a restriction Roku has had in place for its devices.
Why are they doing this? Because home screens and platform integrated search engines are a big business. Amazon and Roku can require providers to pay to be a part of search and/or get a higher position in query results. If you’re using a third party provider to find stuff to watch that impacts the bottom line. Those third parties apps can also charge for placement in their search engines which is a competitive activity.
Roku’s business model is no secret – most of the money they make from you using the device – not buying it. That’s why Roku and Amazon devices are so inexpensive. You can learn more in this video I made a little while back diving into Roku’s financial statements.
Like everything I do on this channel I went down a rabbit hole yesterday testing how deep linking works across all of the major platforms. Here’s how the others stack up:
Roku: No deep linking allowed but their built in search has good results (for now) that will deep link elsewhere.
Android TV / Google TV: Deep linking is still allowed but I’m finding that it’s broken for the most part. Linking into Netflix works ok but many other providers don’t seem to work reliably. Some deep links bring the user to the Google Play store even if the app is already installed.
Apple TV: Apple TV’s deep linking appears to work the best right now. Most of the apps I tested work through Plex and Reelgood. Apple TV is the most expensive box because the hardware isn’t as heavily subsidized vs. the other platforms making Apple less reliant on monetizing user activities.
All that said I still think third party watchlist apps are worth using to keep track of all of the great content we have available to us these days. You can see some prior coverage I did on those apps here.