This is How Discovery and Amazon’s Food Network Kitchen Collaboration Aims to ‘Own the Kitchen’
Yesterday, Discovery Inc. announced the launch of its peloton for cooking—Food Network Kitchen. The company also announced that the streaming service will be launched in collaboration with Amazon to bring consumers live, interactive cooking instruction and over 800 on-demand classes through Amazon Alexa and Echo Show, Fire Tablets, Fire TV streaming media devices and Fire TV Edition smart TVs.
During a conference call today, execs from both companies explained how their partnership veers from the rest of the streaming wars—which want to own the living room—and instead aims to “own the kitchen.” Through the partnership with Amazon, Food Network Kitchen “will be an extra set of hands and companion” for users as they cook.
Because it will be available on devices such as the Echo Show, Food Network Kitchen differs from traditional cooking instruction classes in that it allows users to multi-task more freely during the busiest moments of the day even and especially during busy cooking seasons like the holidays. “A kitchen is busy—it’s the social center of the house and in that room your hands are often full. So there’s nothing better than being able to use your voice to walk you through your favorite recipe or get tips on how to cook especially around peak moments like Thanksgiving and the chaos that can ensue,” said Dave Limp Amazon senior vice president of devices and services.
For those who are constantly on the go, Food Network Kitchen still gives you the opportunity to make home cooked meals. Users are able to search for upcoming live classes with their favorite chefs in advance, order ingredients through Amazon Fresh, have them delivered to their homes and still be able to participate in real time as the class takes place.
The service, which launches in October will have three revenue streams. It will offer a free, ad-supported tier that consists of all the recipes as well as sample tutorials and sample classes; a subscription layer ($6.99/month or $59.99/year) that is ad-free but has sponsorship and an e-commerce tier where they will “grow share of ingredient delivery.” Food Network Kitchen will also be offering a three-month free trial during the “Superbowl of cooking season” from October through January, along with a limited-time discounted rate of $47.99/year.