Amazon today announced Amazon Video Direct, a new service that will see it go head to head with YouTube as it allows independent content creators to upload content and get paid.

The service is similar to Amazon’s model with Kindle Direct Publishing for e-books, allowing independent content creators to upload their own content for consumption by users alongside Amazon’s other video content.

And creators will get to choose how they are paid, either from advertising and royalties based on the popularity of the content, or by making videos available to buy or rent through Amazon. Creators will also have the option of making the content available to all Amazon customers under the ad-supported model, or to collect royalties by making it available just to Prime subscribers or in a Prime video add-on subscription.

Amazon also has a fund for creators that will see it hand out a million dollars per month to the 100 top titles, a little bit of incentive for content creators:

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