From the beginning of 2018, Google plans to stop the Amazon’s Fire TV streaming devices being able to use its YouTube platform.
Previously. Amazon had stopped selling several of Google’s hardware products. The search giant, Google has also blocked a workaround, Amazon introduced to restore YouTube access, to a screen-based version of its smart speaker.
According to experts, the reason of taking these steps mark an escalation of a business row, in which every company wants to dominate, and consumers have been caught up in the fallout.
From online stores last month, Amazon also removed the latest Nest-branded smart home kit, which includes a home security system and a new version of its thermostat.
In this race of dominance, Amazon has refused to sell Google’s Chromecast video and audio-streaming dongles since 2015.
Google said in a statement, “We’ve been trying to reach agreement with Amazon to give consumers access to each other’s products and services,”
“But Amazon doesn’t carry Google products like Chromecast and Google Home, doesn’t make Prime Video available for Google Cast users, and last month stopped selling some of Nest’s latest products.
“Given this lack of reciprocity, we are no longer supporting YouTube on Echo Show and FireTV. We hope we can reach an agreement to resolve these issues soon.”
The owners of Fire TV have reported that when they tried to watch YouTube clips, it prompts an alert warning them that they will lose the functionality on 1 January.
The release of Amazon’s Prime Video app for the Apple TV, is also coincides with the latest development.