Amazon Prime Video’s European boss has played down the rivalry between his service and Netflix, saying that while the media often portray the video streaming market as “one company versus another,” the marketplace was big enough for multiple “winners” to serve the same customers.
Hosting Prime Video’s 2018 showcase in London on Tuesday, Amazon Vice President Jay Marine said subscription video streaming is “a huge market segment worldwide” and that “most large markets have multiple winners” and this one was unlikely to be different.
He added: “It’s not a winner takes all market, there will be multiple winners – customers will use multiple services, they’ll access those services in different ways.”
“In terms of customers adopting over the top streaming, that’s not going away so you can always feel good about investing.”
In recent years Amazon has boosted its investment in original productions, including major projects such as The Man in the High Castle, The Grand Tour and Tom Clancy’s Jack Ryan.
Speaking to journalists, Marine insisted the strategy was “working” and that the growth it sees in the number of customers watching content and the frequency they do so proves that “customers love” what’s on offer.
The executive also revealed that Prime trialists who watch the firm’s video content during their trial were more likely than those who don’t to convert to a full paid-membership.
Among the shows previewed at today’s event were Julia Robert’s upcoming thriller Homecoming and Eco-Challenge 2019, a new global outdoor multi-sport endurance race from Mark Burnett and hosted by Bear Grylls.
In addition, executives revealed that a third instalment of Deutschland 83 has been green-lit and that Neil Gaiman, whose American Gods and Good Omens have already been signed by Amazon, has now agreed an exclusive overall development deal with the firm.
Appearing at the event, Gaiman said he had been impressed at Amazon’s willingness to commission shows which other broadcasters had always considered too “weird” to develop.
His sentiments were echoed by Andy Wilman, producer of The Grand Tour, who said Amazon had left him and stars Jeremy Clarkson, James May and Richard Hammond to make a show which fitted them, rather than insisting on a hard format.
Wilman said he was “quietly confident” fans will love what they deliver this year and likened making the show to “recording an album, you’ve got some hits, fillers and some experimental eras.”