Streaming: why does Prime Video fall behind its competitors?

Amazon’s Prime Video streaming service is falling behind, as the company appears to be unsure of what to do with the platform.

Thus, according to data from Nielsen, in relation to series, Prime Video did not have the expected return. The streaming giant Netflix took the top ten places for the most watched original streaming series.

Even though it has produced big hits like “The Boys”, “Lord of the Rings” and even award-winning series like “Fleabag”, Amazon’s platform doesn’t have enough power to take down its competitors.

In the ranking, the Prime Video series that occupied 11th and 15th places were, respectively, “The Boys” and “The Lord of the Rings: The Rings of Power”. In 2021, none of the series released by Amazon occupied the top fifteen positions.

In this sense, according to anonymous sources interviewed by The Hollywood Reporterthe big problem lies in the market logic.

In this context, former Amazon executives and showrunners They believe this position is justified because Amazon Studios is confusing when doing business because it has no product philosophy.

According to anonymous sources, the company does not have a single vision of what constitutes an “original production” and believes that decisions should be made based on metrics.

In other words, those works with the highest number of views are more valued by streaming. Instead of the decision being made by the creative department, they are made based on metrics.

Does Amazon treat its employees badly?

Furthermore, another issue that influences the company to not have good results is the way it treats its employees.

Except for those who are part of the Executive, employees work in unfavorable conditions, with low pay. Unlike Netflix employees, who can choose how much they will be paid and own shares in the company.

Additionally, Amazon hasn’t invested as much money in original content compared to Netflix. Last year, it spent just $7 billion on “Amazon originals, live sports, and third-party licensed video content included with Prime.”

Meanwhile, Netflix invested $16.84 billion in 2022. Even with billions in investments, there are several reasons why Amazon is not ahead of its competitors. Ultimately, the company has to figure out the right way to deal with these negatives.