Documents Reveal 26 Million U.S. Viewers Tuned into Amazon Prime Video in Early 2017

by

Amazon's U.S. audience for all movie and TV show programming on Amazon Prime Video was about 26 million customers in early 2017, according to company documents seen by Reuters.

Amazon Prime Video is provided as a benefit to Amazon Prime members who subscribe to Amazon's $99 per year Prime service, and features thousands of TV shows and movies, along with original content produced by Amazon.

amazon prime video
Amazon has never revealed figures for its total Prime Video audience, but the documents provide an insight into the success of Amazon's successful original programming strategy, which involves producing content to entice consumers into Prime membership and boost merchandise sales.

For example, the documents cover late 2014 to early 2017 and compare metrics for 19 shows exclusive to Amazon, including cost, viewership and the number of people they helped lure to Prime. Known as Prime Originals, the shows account for around a quarter of what analysts believe to be total Prime sign-ups over the same period.

Video has grown to be one of Amazon’s biggest expenditures at $5 billion per year for original and licensed content, two people familiar with the matter said. The company has never disclosed how many subscribers it won as a result, making it hard for investors to evaluate its programming decisions.

The internal documents show what Amazon considers to be the financial logic of its strategy, and why the company is now making more commercial projects in addition to high-brow shows aimed at winning awards, the people said.

According to the documents, season one of alternate history drama "The Man in the High Castle", which is based on Philip K Dick novel, had 8 million U.S. viewers as of early 2017. The program cost $72 million in production and marketing, and attracted 1.15 million new subscribers worldwide.

Amazon's accounting reveals that the show drew new Prime members at an average cost of $63 per subscriber. A Prime subscription costs $99, while Prime members often go on to buy more goods from Amazon than other consumers. The documents also reveal that Amazon drew over 5 million people globally into its Prime subscription membership by the beginning of the 2017.

Apple announced Amazon Prime for Apple TV last summer, but owners of the set-top box had to wait six months for the service to eventually drop. Amazon Prime Video supports Apple's centralized TV app, meaning users can use Siri Universal Search to find Amazon Prime Video content, and add it to their "Up Next" queue of shows and movies.

Top Rated Comments

gnipgnop Avatar
37 months ago
Those numbers don't seem very big relative to the amount of money being spent.
Score: 2 Votes (Like | Disagree)
farewelwilliams Avatar
37 months ago
would be more if they gave it its own location and name. just give me primevideo dot com or something so when i search for a specific TV show or movie on that site, I know that I can definitely stream it and not buy it.
Score: 1 Votes (Like | Disagree)
69Mustang Avatar
37 months ago
Amazon is spending ~$5 billion on content per year. Netflix spent $6 billion for content last year and is spending $7-8 billion this year. Apple has to realize getting in the entertainment game is going to be more expensive than any other endeavor they've attempted.
Score: 1 Votes (Like | Disagree)
now i see it Avatar
37 months ago
Not surprising. Netflix for one year costs the same as Amazon Prime - but with Amazon you get free fast shipping. Way better deal.
Score: 1 Votes (Like | Disagree)

Top Stories

lg wing

LG Considering Exit From Smartphone Business, Halts LCD Production for iPhone

Wednesday January 20, 2021 5:38 am PST by
LG is considering exiting the smartphone business entirely amid declining shipments and accrued losses of $4.5 billion over the past five years (via The Korea Herald). LG CEO Kwon Bong-Seok cautioned staff earlier today that the company is re-evaluating its presence in the smartphone industry: Since the competition in the global market for mobile devices is getting fiercer, it is about...
2019 mac pro side and front

Tim Cook Gifted Donald Trump 'First' 2019 Mac Pro

Wednesday January 20, 2021 5:45 pm PST by
Apple CEO Tim Cook gifted former United States President Donald Trump with the first 2019 Mac Pro that came off of the assembly line in Austin, Texas, according to a financial disclosure report that was released today (via The Verge). "Mac Pro Computer, the first created at the Flex Factory in Austin, Texas," reads the entry, which values the machine at $5,999, the base price for a Mac Pro....
Apple VR Feature

Bloomberg: Apple's First AR/VR Headset 'Pricey, Niche Precursor' to More Ambitious AR Glasses and Could Launch Next Year

Thursday January 21, 2021 3:27 am PST by
Apple's first virtual reality headset will be a "pricey, niche precursor" to a more ambitious augmented reality product, according to a new report from Bloomberg's Mark Gurman. As a mostly virtual reality device, it will display an all-encompassing 3-D digital environment for gaming, watching video and communicating. AR functionality, the ability to overlay images and information over a view...
Flat MacBook Air Feature

Bloomberg: Apple Working on 'Thinner and Lighter' High-End MacBook Air With MagSafe, Could Launch in Second Half of 2021

Friday January 22, 2021 3:34 am PST by
Apple is working on a "thinner and lighter" version of the MacBook Air that the company plans to release during the second half of this year at the earliest or in 2022, according to a new report by well-connected Bloomberg journalist Mark Gurman. It will include Apple's MagSafe charging technology and a next-generation version of the company's in-house Mac processors. Apple has discussed...
iOS 15 icon mock banner

iOS 15 Rumored to Drop Support for iPhone 6s and 2016 iPhone SE

Thursday January 21, 2021 11:58 am PST by
Apple's upcoming iOS 15 operating system, which we expect to see unveiled in June, is rumored to be dropping support for a few of Apple's older iPhones. According to French site iPhoneSoft, iOS 15 will not be able to be installed on the iPhone 6s, the iPhone 6s Plus, or the 2016 iPhone SE, all of which have an A9 chip. The iPhone 6s and 6s Plus were introduced in 2015 and are now more...
iphone 12 vs iphone 12 mini

Apple Shifting Some Production From iPhone 12 mini to iPhone 12 Pro to Meet Demand

Wednesday January 20, 2021 8:12 am PST by
Apple has reportedly cut production of the iPhone 12 mini by two million units to create more manufacturing capacity for the iPhone 12 Pro, according to a new Morgan Stanley investment note seen by PED30. Apple is believed to have made the switch for the first quarter of 2021 in an effort to combat continuing lead times for the more popular iPhone 12 Pro. iPhone 12 Pro lead times remain ...
iPhone 13 Notch Feature

iPhone 13 Rumored to Feature Smaller Notch, Pro Model Cameras to Use Larger Image Sensor

Thursday January 21, 2021 1:38 am PST by
Apple's iPhone 13 series will feature a redesigned Face ID system that will allow for a smaller notch at the top of the screen, according to a new report today. The rumor comes via hit-and-miss Taiwanese industry publication DigiTimes, whose supply chain sources also claim that the ultra wide-angle lens in Apple's next-generation iPhones is due for an upgrade. The next-generation iPhones'...
maxresdefault

Video Demos macOS Catalina Running on iPad Pro via x86 Emulation

Thursday January 21, 2021 11:36 am PST by
A video demonstrating macOS Catalina running on a current 2020 iPad Pro has been shared on YouTube, giving us a look at an interesting hack that has a Mac OS up and working on one of Apple's iPads. There's limited information about how the process of getting macOS Catalina on an iPad Pro works, but it uses x86 emulation and was done through the UTM software that allows virtual machines to...
iOS 14

Apple Seeds iOS 14.4 and iPadOS 14.4 Release Candidate to Developers and Public Beta Testers

Thursday January 21, 2021 10:14 am PST by
Apple today seeded the RC version of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a week after Apple released the second betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...
iPhone OIS Feature2

Sensor-Shift Camera Stabilization Rumored to Expand to Entire iPhone 13 Lineup

Wednesday January 20, 2021 7:46 am PST by
The entire iPhone 13 lineup will feature sensor-shift optical image stabilization, compared to only the iPhone 12 Pro Max among current models, according to a brief story preview shared today by Taiwanese publication DigiTimes. "Apple's next-generation iPhones slated for launch in the second half of 2021 will all come with sensor-shift stabilization technology, according to industry...