Amazon Prime Video's Pivot Toward Constant Demand

Amazon Prime Video's Pivot Toward Constant Demand
Photo by Thibault Penin / Unsplash

The following is a selection from Brandon Katz of Parrot Analytics.

As Amazon Prime Video continues to roll into ad-supported streaming, it's worth examining how well the serivce has maintained audience demand with its original programming. Data from Parrot Analytics dives into how popularity has grown on Amazon in recent years, and how that will mean more ad dollars for Amazon.

  • Amazon's early days from 2015-17 showed originals demand ebb and flow with a handful of titles, before finally reaching steadier ground in 2018-late 2018 with mainstream hits like Tom Clancy's Jack Ryan and The Marvelous Mrs. Maisel.
  • Shows like Good Omens and The Boys (among others) drove demand even higher from 2019-21, peaking in Dec. 2019 at 2.31x the average.
  • Parrot data shows that 2021-23 has transitioned into a more sustained period of constant demand that will ultimately fuel advertising success, especially as it starts leaning into its high-budget genre properties including Lord of the Rings.

[read the rest of Brandon Katz's post on TVREV]