Last week’s Emmys proved to the entertainment industry that if anyone was still underestimating the power Amazon possesses in the content streaming market, it’s time to reconsider. Amazon’s comedic powerhouse, “The Marvelous Mrs. Maisel” took home 5 major awards generating buzz and anticipation about what the streaming platform is going to do next.
Looking at the bigger picture, Amazon’s takeover of the entertainment industry is being by fueled the company’s push in three new investment areas. One of these investments is Amazon’s response to Roku, with an ad-supported streaming app which hopefully would lead to contracts with major studios allowing them to air old TV episodes on the app and bring in a different audience that’s drawn in to Amazon Studio’s original content. This app would be separate from the Amazon Prime streaming service and would operate on the already existing Fire TV.
The second area of investment includes expanding the breadth of streamable content on Amazon Prime with additional contracts with Sony and Paramount. Compared to the extensive catalogues of HBO’s and Netflix’ content, Prime’s streaming content is lacking the wide variety the other two giants can provide.
The third area is the establishment of its own DVR service. The service has been nicknamed “Frank” and will be an addition to the Fire TV Amazon already sells.
The main idea behind all three of the investments is to create more ideal platforms for advertisers to broadcast the ads that would have originally existed on standard TV. This is a different approach from Netflix and HBO as they avoid cluttering their platforms with outside ads and are more content oriented.
In addition to these three large investments, Amazon continues on their ambitious path by also investing in two new social media platform as an added opportunity for advertising platform. These two networks would reach two different target markets, with one focusing on shopping and the other one focusing on messaging.
As Amazon continues to creep into new industries and disrupt the status quo, established brands are going to need to fight to stay alive.