Amazon Instant Video for iOS adds AirPlay streaming support


Amazon (NASDAQ:AMZN) is updating its Instant Video application for iOS to support Apple's (NASDAQ:AAPL) AirPlay streaming media platform, enabling consumers to beam feature-length films and television shows from the Amazon app to their Apple TV digital receiver.

The revamped Amazon Instant Video for iOS version 2.1 also boasts improved viewing recommendations, customer reviews and deeper integration with the Amazon-owned Internet Movie Database platform.

Amazon Instant Video offers more than 140,000 titles in all, including 30,000 free movies and TV programs available via Prime Instant Video, which is part of the digital retailer's Amazon Prime program offering free multimedia content and two-day shipping for $79 a year. The free app also touts direct access to a selection of top Prime Instant Video titles including Downton Abbey and Fringe; users can visit the Amazon site to add more content to their watchlist.

Amazon Instant Video first arrived on Apple's iPad tablet last summer, followed in December by support for the iPhone and iPod touch. The service's expansion to Apple TV further underlines Amazon's "buy once, enjoy everywhere" business model, which leverages the company's Whispersync content synchronization technology to enable viewers to begin watching a title on one device and pick up where they left off on another device. Supported platforms also include Amazon's own Kindle Fire tablets as well as PC, Mac, Xbox 360 and PlayStation 3.

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