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The streaming wars kick into high gear this year, but Amazon Studios believes it’s in an entirely different category. As newcomers such as HBO Max and Peacock enter a crowded landscape recently joined by Disney Plus and Apple TV Plus, Amazon execs told reporters on Tuesday at the Television Critics Association press tour that they’re “in a different world.”
“We’re in a different business model unlike the pure-play video SVOD [streaming video on demand] players,” said Amazon Studios chief operating officer and co-TV head Albert Cheng. “For us it’s about Amazon Prime customers, making sure we’re delivering value, that we’re looking at our content to drive subscriptions. … We don’t have to play as a substitute for a different type of service or compete in that way.”
Amazon - Studios - Head - Jennifer - Salke
Amazon Studios head Jennifer Salke pointed out that as an arm of a global retailing powerhouse, her company thinks of its audience as “customers”: “You come into Amazon, it’s a very customer-focused company and we find ourselves saying ‘customer’ a lot,” she said. “We’ve never said those things before in our previous incarnations. But then you get in there and you realize, yeah, we do have a very different model and it’s very clear to us what those drivers are, who our customers are. It’s not that complicated for us and we really try not to pay attention to the competition.”
While other streaming services are standalone entities concerned with video subscriber churn and keeping its audience, Salke said Amazon Prime Video’s goals were different: “Any decision you see us make falls into three categories: is it enhancing the value of Prime subscription, is it driving Prime subscription and is it engaging a new audience with Prime in general. That’s how we make decisions, based on that.”
Cheng - Amazon - Studios - Amazon - Prime
Cheng said Amazon Studios (and its Amazon Prime Video...
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