Amazon backdown reflects Government’s new FTA policy priority

TLDR version: Only two weeks ago, Amazon had approached local FTA TV networks to begin enforcement of a 30% levy on all ad revenue from services delivered on Amazon’s Fire TV platform. This week, Amazon has backed away. We think this reflects the sensitivity of negotiations between TV device platforms and the Australian Government over prominence regulation. This Government is much more sensitive to threats to the FTA TV ecosystem than the last Government was, and this is flowing through into a range of policies including prominence, anti-siphoning, and (probably) Australian content rules.

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