“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.”
When new services launch, we often hear about what they’ll do to gain and maintain subscribers. Instead, Amazon Prime Video has the goal of promoting Amazon Prime. “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,” said Amazon Studios head Jennifer Salke.
Rather than focusing on creating the largest possible content library, Amazon will continue to take on interesting projects, including adding content that appeals to a global audience. That said, Amazon also used the TCA event as a platform to announce a lineup of new content that includes projects from Steve McQueen, Diego Luna, and Gael Garcia; “Citadel” starring Priyanka Chopra Jonas and Richard Madden; and a new Jack Reacher series, among others.
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