Amazon is rolling out Matter Casting, which lets customers cast directly from supported streaming apps on iOS and Android to Fire TV and Echo Show 15 devices. Viewers can begin watching a movie or browse for a Prime Video show on their phone, then cast it to a compatible Fire TV or Echo Show screen. Amazon called the CES announcement “an industry-first demonstration of implementing Matter Casting,” referring to the open-source Matter standard protocol for connectivity between smart home and IoT devices. Amazon is a founding member and active contributor to the Matter standard.

The Verge says Amazon is “the first to add support for Matter Casting, a feature of the Matter smart home standard that allows you to control TVs and streaming devices straight from a connected app.” At CES, Amazon also announced it will add Matter Casting to the Prime Video app for sending content to Amazon hardware devices.

While Matter Casting is available now for global customers who want to cast Prime Video content from iOS and Android devices to the Echo Show 15, it will be coming soon to compatible Fire TV devices, including smart TVs from Panasonic with Fire TV built in. Amazon says in a CES announcement round-up that it is also working with Plex, Pluto TV, Sling TV, Starz, and ZDF to add Matter Casting support later this year.

“Matter Casting is an open local networking protocol that doesn’t require a specific hardware stack,” writes TechCrunch, noting it is not limited to specific operating systems, making it easy to implement than proprietary protocols like Chromecast. “Google announced this week that its casting tech, Chromecast, will be built into all of LG’s new TVs.”

In addition to Amazon and Google, Apple also participates in ongoing Matter development, but the latter two tech giants “have little real incentive to adopt Matter Casting given their respective proprietary casting technologies are well-established.”

The Matter spec “can accomplish more than casting, in theory. It allows control of a television’s core functions like volume adjustment, changing the channel and switching between HDMI ports,” TechCrunch writes, noting that it is “incumbent on app and device makers to build in support for those functions.”