Amazon's data reveals numbers for Prime Video

  • Internal documents obtained by Reuters give us insight for the first time into Amazon Prime’s audience size, as the company has historically never released this.

    According to the document around 26 million people in the US stream videos on the platform.

    The documents look at different metrics for 19 Amazon exclusive shows including their cost, viewership and number of people they brought to Prime.

    The leading shows brought in more than 5 million people to the service by the early part of last year, with the Prime Originals accounting for almost one-quarter of Prime sign-ups from the end of 2014 to the early part of last year.

    For example, Reuters reports that The Man in the High Castle had 8 million US viewers in early 2017, bringing in “1.15 million new subscribers worldwide based on Amazon’s accounting.”

    One of the main strategies behind Prime Video is to convert viewers into shoppers on their platform. Prime offers users access to their video catalogue, along with next day delivery (Depending on the region) and access to exclusive deals, amongst other things.

    Previously, the company has been upfront about their use of entertainment to drive more sales on their retail side.

    “When we win a Golden Globe, it helps us sell more shoes,” Jeff Bezos, the company’s Chief Executive, said at a 2016 technology conference near Los Angeles. He also said that film and TV customers renew their subscriptions “at higher rates, and they convert from free trials at higher rates” in comparison to members who do not stream videos on their service.  

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