Amazon enhances video content

As the market expands and demand increases, companies have begun to produce their own content. Amazon produced 70 new original content titles in 2019 alone, a number which has steadily been increasing since the company released its first block of original programming in April 2013. In its attempt to compete with Netflix, Amazon spends hundreds of millions of dollars on production and marketing expenses for its original series. In 2020, the company’s video content budget was estimated at seven billion U.S. dollars. In addition to its original programming, Amazon has also continuously increased its selection of TV shows and movies. Movies are the most common content type available on Amazon Prime Video. In the United Kingdom for example, the program included over 18,000 movies as of February 2021, which is a 90 percent share of the whole content provided by the service.

Prime Video subscribers

Amazon is uniquely positioned within the VoD industry, given that millions of consumers already use the company’s other services for everything from shopping to cloud computing. Over 100 million people subscribed to Amazon Prime in the U.S. as of December 2019. Amazon also has an established brand outside of the United States, meaning that it is easier for the company to expand to global markets. Prime Video is expected to amass over 180 million subscribers worldwide by 2026. As expected, younger demographics seem to be the most frequent viewers of Amazon’s video content. Around 39 percent of people from the United States aged 18 to 34 years stated that they currently subscribe to the on-demand service. And even nearly half of 35 to 44-year-olds indicated having an Amazon Prime subscription.

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