‘The Wheel of Time’ Shows Why Amazon Bets On Fantastic Content


  • The fantasy series “The Wheel of Time” is a well-deserved hit for Amazon Prime Video.
  • Amazon is committed to creating more science fiction and fantasy genre content.
  • Its strategy differs significantly from that of Netflix, as Netflix focuses on localized genre content.

Amazon’s fantastic new series “The Wheel of Time” quickly became a hit for Prime Video.

The series, which debuted on November 19 and is based on the Robert Jordan series of novels, was that of Amazon biggest production premiere of the yearAmazon Studios director Jennifer Salke recently told Deadline.

Although it did not provide specific audience figures, third-party data supports the idea that the show has found a global audience.

According to data firm Parrot Analytics, it was the most “requested” TV series of the past week across the world across all platforms, surpassing HBO’s fantastic hit “Game of Thrones”. The company measures audience demand, which reflects the commitment or desire for a series or the overall popularity of a series.

It’s a big win for Prime Video after Disney + overtook it as the # 2 platform in original TV demand share in Q3, just behind


Netflix

, according to Parrot Analytics.

It also bodes well for Amazon’s upcoming “Lord of the Rings” TV series, for which it spent $ 465 million for the first season alone, including $ 250 million for rights, according to Hollywood journalist.

“Amazon Prime Video is lagging behind in demand for digital originals in 2021,” said Wade Payson-Denney, analyst at Parrot Analytics. But he added: “‘The Wheel of Time’ gives Prime Video a much needed boost as we approach 2022.”

Amazon has found success with other television genres, such as the comic book series “The Boys” and the sci-fi series “The Expanse”, the final season of which opens this month. It is also set to close a deal for the rights to a “Mass Effect” television series, based on the hit sci-fi video game franchise, Deadline reported.

“You’ll see us continue to invest in fantastic genres of all kinds,” Salke told Deadline.

Amazon ordered 15 sci-fi and fantasy shows in 2019 and 19 in 2020, according to data firm Ampere Analysis. The number has gone down this year with 11 orders so far, but based on the success of “The Wheel of Time” and Salke’s comments, we might see the number rise again in 2022.

the witcher

“The witcher.”

Netflix


Amazon’s push into sci-fi and fantasy will help it compete with its biggest competitors, Disney + and Netflix. The former leverages its Marvel and “Star Wars” intellectual property, while the latter has teams dedicated to identifying intellectual property that it can incorporate into successful franchises or events. The second season of Netflix’s hit fantasy series “The Witcher” begins this month after a two-year hiatus.

But Netflix and Amazon’s genre strategies differ significantly, and this reflects how far behind the streaming competition Netflix is ​​in the race for international success.

According to Ampere Analysis, 63% of Netflix’s upcoming live-action sci-fi and fantasy series are produced outside the United States, with the largest source of this in South Korea, the home of its biggest television series ” Squid Game “.

Over 86% of Amazon’s upcoming genre list are US productions, according to Ampere Analysis.

“As Netflix pursues greater localization across the board, Amazon is leveraging the exportability of high-end and conceptual sci-fi to spark subscriber interest in its major global markets,” said Alice Thorpe. , analyst at Ampere Analysis.

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