Inside Amazon’s Battle Plan for the Streaming Wars

Hollywood hits, emotional connections and customer data are the secret weapons

It’s no surprise quarantining consumers streamed more content in 2020 than ever before—and advertisers quickly followed. Now, research shows more than 106 million U.S. households will stream content in 2021, which would officially give it wider reach than traditional cable and satellite TV services.

This, of course, is something of a double-edged sword for content providers: There are more consumers watching, but also more competitors. So how does a streaming service break through the noise?

This week, Ukonwa Ojo, global chief marketing officer at Amazon Prime Video and Studios, sat down at Adweek’s streaming editor Kelsey Sutton to answer this very question.

“We realized that even though people had a lot of time [in 2020], they had a lot of competition for their time and so for us it became really important that we had to break through the clutter,” Ojo said.

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