Success Stories D1(U24)

LO1 (U24): Understand the products that are produced within and across media industries

Amazon Prime Video 

'Amazon Unbox' now known as 'Prime Video' was launched in September 2006. They are an internet video on demand service which has been developed and owned by Amazon. Prime Video provides access to more than 15,000 movies and TV episodes as well as the option to download particular titles to be viewed offline. 

• Global access 

Prime Video was only originally available in the USA, until 2014 when it became accessible to the UK, Germany and Austria. In December 2016 Prime became available globally with the exception of China, Cuba, Iran, North Korea and Syria.

Currently the majority of Amazon Prime Video subscribers are based in North America, this being followed by subscribers in Western Europe.

• Cost

In the UK a subscription to Amazon Prime costs £7.99 a month or £79 annually. The subscription does not just apply to Prime Video services but to Amazon as a whole. Included is free fast shipping for Amazon purchases, Prime Music, Prime Reading as well as access to exclusive shopping deals.

A subscription to just Prime Video is mildly cheaper at £5.99 per month without access to any of the other previously mentioned services. However this option is not as desirable to users as for only £2 more per month all these other services can be used.

With this subscription Amazon Prime can be accessed on a range of platforms such as smartphones, tablets, laptops, desktops and on smart TVs. Prime Video can be accessed on as many devices as desired by the users however content can only be streamed on two devices simultaneously. 

• How different audiences are targeted   

There is a designated section for kids on the Amazon Prime website. This includes sections for different age ranges. The section targets children through the use of colourful posters and cartoon characters. This option of a ‘children’s’ section on Amazon Prime Video appeals to young children as well as their parents. Parents of young children may be more likely to choose Amazon rather than one of its competitors which does not have a children section. Children are targeted by the fact that the section sheerly includes content which appeals and is appropriate for different age ranges of children.

Content on Amazon Prime Video comes with the option of subtitles. This option allows for non-english speakers to watch originally english programmes with subtitles of a chosen language. Having this as an option means Amazon Prime Video appeals to a wider global audience, therefore gaining more profit. The option of subtitles also appeals to and targets those hard of hearing. Individuals who struggle with hearing or are potentially partially deaf may not be able to watch programmes without the option of subtitles. By Amazon including this option, groups of people with hearing difficulties are not discriminated against. 

Along with the option of subtitles, Amazon also has options for the subtitle text size to be increased. This option targets those with potentially bad eyesight, allowing them to read subtitles with ease. Both of these features of subtitles particularly appeals to the elderly who commonly have problems with sights and hearing.

Amazon targets and personalises the content suggested to each user. Amazon Prime’s algorithms notes what programmes and movies users have been watching and suggests content similar. For example if a user has a history of watching action films, this genre of film will be suggested to them to ‘watch next’. By Amazon personalising their content to user preferences, individuals will feel valued by Amazon as a customer, meaning they will be more likely to continue their subscription.

• Platforms

Amazon Prime Video can be downloaded as a free app to smart phones and tablets. Having the option to download this app appeals to audiences as they will be able to watch content on the go, on portable devices. Content on these devices can be downloaded so that they can be watched offline. Amazon Prime Video can also be watched on laptops an desktops. This watching option appeals to audiences who do not own TVs. This is as it is becoming more common not to own a TV and the option to watch on a laptop is becoming more appealing. More recently, Amazon prime is also available to watch on Smart TV, this option appeals as it relates to current technological advancements. Smart TV is easy to use and provides an alternative to ‘live’ TV, meaning audiences can watch what they want when they want.

• Advertising methods 

Amazon Prime is mostly advertised through video adverts on TV. This method of advertising appeals to audiences as the people watching the TV will most likely not already have a subscription to an online streaming service. The use of TV adverts also targets the Older generation as they will be more likely to see an advert on this platform rather than social media. Prime generally sticks to traditional advertising methods such as billboards and posters. This form of advert can be seen by all, not excluding other (e.g. those without social media accounts). Amazon has also used radio to advertise their services. Using this form of media means that older generations (e.g. those aged 60 plus) will be targeted. This is because adults this age commonly do not use the internet as often or have social media accounts.

• Growth 

Prime has grown massively, especially in the recent years. This is partially due to 

advertising methods such as billboards and videos. As well as this, with new and 

improved technology such as tablets and smart TVs, more people are joining 

streaming services. The Number of subscribers has also increased due to the fact 

Amazon Prime has offered more in the recent years e.g. next day delivery.