Make no mistake: Amazon Prime Video hasn't dethroned Netflix in the States

😍 2022-12-06 ​​17:00:04 – Paris/France.

The news was not long in coming out in all the media: Prime Video beats Netflix for the first time in the United States! The red giant is struggling to continue its hegemony! There is no month in which a social penetration survey in Streaming indicates that Amazon's video service is skyrocketing. And yet the trap is clear. What you have to wonder is why everyone acts like they don't know.

Ships in a day and more

Whoever believes that all Amazon Prime subscribers watch Prime Video -or even know of its existence- he is deceived. The advantages of the service are other: the service of Streaming, even though some of us spend the day talking about 'The Lord of the Rings: The Rings of Power' or 'The Boys', it's a side benefitjust like Prime Reading or Amazon Photos.

Does it look like Amazon's photo storage service has 200 million users worldwide? It sounds just as ridiculous as saying Prime Video has them. Yes, of course, he has successful series, and even large-scale social phenomena, but It's far from the first choice for most usersmore accustomed to the services of Streaming pure like Netflix, HBO Max or Disney+.

In other words: it is unfair to measure users of a multi-specialty service like Amazon Prime in the same way as it is done with a service of Streaming specific. He is How the success of a neighborhood greengrocer compares to that of a supermarket, counting all supermarket shoppers as customers of its own fruit shop. Yes, of course there will be people buying there, but that's not remotely true.

A howl of users

It is true that it is difficult to separate Prime users from Prime Video users, just as it is difficult to separate Movistar users from Movistar Plus+ users, but it is not always clear that having a service does not mean being a customer. For this reason, these information bombs, especially when they come from a type of service that does not provide accurate data, it is better to pick them up with tweezers.

Kantar Media said a few months ago that Prime Video accounted for 43,1% of new subscriptions to the services of Streaming in the first quarter of the year, but we are in the same: How many are actually subscribed to Prime Video and how many to Prime? Does browsing the catalog for a while out of curiosity because it's included in the promotion you're really interested in count as "being a user"?

Of course, this Prime Video isn't the only one using these tricks to grow its user base artificially: for example, Apple offered months and months of Apple TV+ to new users of its products and PlayStation. It is no secret that, indeed, “The Lord of the Rings: The Rings of Power” was a hit with over 100 million views, but, Has Prime Video really replaced Netflix in the collective imagination?

They took the bait

Many of you will say that the bombardment of "The rings of power" was so big that changed the numbers in such a decisive way. And yes, of course, it was an incredible success, but "The House of the Dragon" too, and We'd all be shocked if HBO Max suddenly appeared in the first place. off the charts…having more premieres (and generally more viral) than Prime Video.

Ultimately, the key is in that viral from a few years ago, Venga Nuns' fabulous self-parody of "They Bit the Bait", where the publicity brief itself read "Above all, specify that your Amazon Prime subscription includes Prime Video with all its series and all its films“. Is this a sailor's joke? Yes. An indicator that Amazon itself is aware that many people don't know that with free shipping they also have "a Netflix"? Of course.

And this is not a comment on the Prime Video catalog, a fabulous redoubt in which you can find everything from impossible films to blockbusters or small quality miniseries for other types of audiences, and which takes risks with stories that other streams have neglected, like “Invincible”. But are they number one in the market, as they claim two out of three in the polls? Are they about to strip Netflix of its untouchable status in the popular imagination? I would say there is still a long way to go for that…if it ever comes.

SOURCE: Reviews News

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