Netflix may have cracked down on password sharing, but the streaming giant is now introducing a new option that includes clip sharing, as it launches a new branding campaign. Seeing an opportunity in content sharing via its own subscribers and their social media profiles, the undisputed market leader is adding a new feature that makes it easy for them to share clips.

They announced the launch of a new product called 'Moments', which allows users to quickly save their favorite moments from Netflix series, show and movies. Users can then re-watch those moments at a glance, or share them to platforms like Instagram, Snapchat and Facebook with just one click. When a user shares a clip on another platform, anyone who follows them can click on their post and be instantly taken to that scene in their own Netflix app.

The Moments feature also comes as Netflix launches a new brand advertising campaign called "It's So Good". The campaign is based on Netflix's pop culture moments and features appearances from Cardi B, Simone Biles and Giancarlo Esposito, who each share their own favorite scenes from Netflix shows.

Engaging users to promote your business and products is a great idea. At the same time, you are giving and receiving. You give people the opportunity to share what they like on social media and talk about it with their friends. This discussion is nothing more than free advertising for the company. People who already use the platform have a common topic to talk about, but those who do not watch Netflix can easily become interested and may want to join the "Netflix family".

However, Amazon sees its opportunity in offering affordable options on other continents, in more and more countries. Advertising on Amazon Prime Video shows and movies will be introduced in Brazil, India, Japan, the Netherlands and New Zealand in 2025. According to Amazon, the regional expansion of Prime Video ads will support the ongoing creation of compelling content over time and help brands of all sizes connect with new audiences in new countries.

Over the past few years, Amazon has focused on building Prime Video into a premium entertainment destination with a slate of original series and movies from Amazon MGM Studios. Good examples include: 'Reacher', 'The Lord of the Rings: The Rings of Power', 'Road House', 'The Idea of You', 'The Summer I Turned Pretty', as well as licensed movies and series, content from other services available as an add-on subscription, blockbuster movies and series to rent or buy, and FAST live linear channels.

In recent statements, Alan Moss, Vice President of Global Ad Sales at Amazon Ads, looks forward to offering more brands in more countries and to providing Prime Video viewers with a broad catalogue of award-winning series and movies, blockbusters and live sports as early as next year. He also highlighted that the introduction of advertising on Prime Video this year, the delivery of differentiated premium content of the highest quality and the implementation of innovative advertising technology have enabled brands and advertisers working with Prime Video to achieve better business results.

Amazon Prime Video advertising is currently available in Australia, Austria, Canada, France, Germany, Italy, Mexico, Spain, the UK and the US. All regions also offer customers the choice of a more expensive ad-free option.

This is a very different idea of how to stay at the top of the platform list, but it can work very well. If you have your own interesting and well-made productions that no one else can show, that makes sense. And if you can offer your content at an affordable price, it can really work for you.

I am very interested to see what the other players in the streaming market will bring to the table in the future. I am pretty sure that every single content provider is looking for a unique and great idea to help the platform grow and make more profit. No doubt creativity and a good understanding of the market are crucial for every single company.

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