Amazon’s Fire TV streaming devices are becoming less selfish

With Fire TV devices, Amazon splashes its own Prime and Instant videos across the home screen and often gives itself top billing in search results. Other services, such as Hulu and HBO, get second-class treatment—you need to open each app individually. As a result, using the Fire TV can feel like Amazon is putting its own business goals—selling a la carte video rentals and pushing Prime subscriptions—ahead of its users’ needs. That’s starting to change with the latest software update for Fire TV. Netflix and HBO Go now have the power to recommend videos directly from the home screen, just like Amazon does, and other apps are scheduled to follow. – Jared Newman, TechHive

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