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Streaming rivals Amazon and Netflix are burying the hatchet—at least temporarily—for a common goal: convincing consumers to watch Netflix on Amazon’s Fire TV.
To that end, Fire TV has activated Netflix’s new “play something” feature, which the streaming service rolled out earlier this year. Beginning today, Fire TV customers across the U.S. and Canada can ask Alexa to play something on Netflix, and the streamer will launch content it thinks that subscriber might enjoy.
As part of the launch, Fire TV and Netflix launched a new national campaign—themed around Netflix’s hit show, The Witcher—that will run across Fire TV devices, as well as across Fox and NBC throughout November.
In the spot, “Alexa, Play Something on Netflix,” a woman explains how she used the new feature on her Fire TV, was served The Witcher and “I discovered a side of myself I didn’t know I had” as she fell in love with the...
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