The Prime Instant library already holds 18,000 titles, and continues to grow as it tries to compete with rival Netflix. Kindle Fire owners can stream the Prime titles on their tablets for no additional cost.
Online television distribution and original programming production has been growing lately at what seems to be exponential rates. WB domestic television distribution president Ken Werner states that the studio is "thrilled to count Amazon as a digital distribution outlet for our television group," as "more and more television content is enjoyed by fans across a myriad of subscription channels and platforms and on numerous devices."
Making easily available no-longer-prime-time content is a no-brainer. The real issue is how quickly fresh movie and video content can be made streamable for hungry consumers.