Thursday, March 08, 2012
Making Sense of Amazon.com: Retail, Publishing, Digital, and TV(?)
Looks like Amazon is joining Hulu, Netflix, and YouTube in getting into the original TV content business.
Joe Lewis – former exec in development at 20th Century Fox and Comedy Central, currently VP, Production at Amazon Studios – briefly listed his title on LinkedIn as VP, Original Television at Amazon. Apparently, Amazon has also been looking to hire creative execs and development folks too. Which sounds, suspiciously like the foundation for original content development to us.
How successful might this be? Well in our Loyalty and Engagement Index, Amazon is #1 in terms of loyalty in the Online Retailer category, and #2 in the still-germinating Tablet category so all the brand and distribution values seem aligned pretty well. All they need now is content.
Consumers want content. We know this based on the explosion of and increased adoption levels of numerous devices for outreach. They may still be watching linear TV, but if leading-indicator loyalty metrics and in-market sales mean anything, they also want original content. From sources other than the usual suspects. And the sources of for that are constantly proliferating. Netflix just launched Lillyhammer, an original series starring Steven Van Zandt of Sopranos fame, and is readying a remake of the 1990 political thriller, House of Cards. You can check out the original on Netflix or Amazon Instant video.
Online streaming service providers are clearly on the hunt for new ways to enhance offerings, and, given the consumer and marketplace tends, original TV content makes a lot of sense. And based on past successes, Amazon doesn’t do things that don’t make sense.
As we used to say, “stay tuned.” Whichever device you’re using.