Friday, May 28, 2021, 10:27 AM ET|Posted by Will Richmond
Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’a Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.
After weeks of rumors, Amazon officially announced its acquisition of MGM for $8.45 billion. On this week’s podcast Colin and I explore what the deal means to Amazon and to its Prime members. Colin sees benefits to Amazon beyond bolstering Prime member retention and acquisition, whereas I think these are the deal’s primary rationale.
Nearly five years ago, Jeff Bezos articulated the “flywheel” dynamic of Prime - how video contributes to member acquisition, usage and retention (jump to the 37 minute point in the video interview). I’m guessing that Amazon did extensive consumer research on different parts of the MGM massive catalog to understand how filtering them into Prime could move the membership needle.
While the James Bond franchise has received a lot of attention, the MGM catalog includes 4,000 movies and 17,000 TV show. These, plus the potential spinoffs or as Amazon’s Mike Hopkins put it - “the treasure trove of IP in the deep catalog that we plan to reimagine” - give Amazon a huge amount of programming optionality for years into the future. It will be fun to see how Amazon curates all of this programming into Prime.
Listen to the podcast (26 minutes, 13 seconds)