Final Stream: Amazon Prime Video

Prime Video, also marketed as Amazon Prime Video, is an American Internet video-on-demand service that developed, owned, and operated by Amazon. It offers television shows and films for rent or purchase and Prime Video, a selection of Amazon Studios original content and licensed acquisitions included in subscription. 


Amazon Prime Video shows interface in design for “active” and “passive” viewership model, and how “active” represents what type of elements in the service. “Active” and “passive” present though the trustworthiness among the users and technologies under conditions. A study showed that the functioning of technologies from active users engaged with, while passive users observed the interactions. Both elements partnered and collected the relationship of technologies in the service.

According to a source, Engadget revealed Amazon Prime shows a mess of interface that confuses the subscribers, “If that sounds a little confusing, well, it is. And that confusion is reflected in Prime Video’s utter mess of an interface. On the home page, you’ll frequently see recommendations and ads for all of the above rights next to each other.” Subscribers have an issue with the service as everything seems to be clutter up together, which confuses them on what is what. Prime advertises numerous things, whether it’s a promotional banner an Amazon Originals or like a movie Madea’s Christmas via BET on the Subscription.

In both vertically and horizontally, Prime Video is organized on content for streaming, including HDR streaming and offline downloads. Especially, when first entering the service, notice the profile list with all the users. Then choose a profile connected to an account and a membership current. Following by entering the service; then you’ll see autoplay on all the recent shows, Originals, and movies following the categories to the genres. However, the interface seems more significant as Prime advertises different shows/films all at the same time. 


Amazon Prime Video underlines strategies that are necessary to target the required content. They direct the target on advertising, offering the subscribers a supported version of Prime would provide less intent for them to sign up for Prime. According to an article, MarketLand, the reporter stated, “Amazon is already a major player in advertising; its ad business is expected to generate $4.6 billion this year, according to eMarketer. Amazon’s “other” category, which includes advertising, grew 130 percent in its first quarter versus the year-ago quarter.” They are targeting edgier programming because of the required data that describes an understanding of customer preferences.

The kind of shows that are ranked the highest on Amazon Prime Video is The AmericansMr. RobotThe Boys, and The Office U.K.  The content providers receive half of the revenue, which offered a season for purchase, subscribers who have purchased one or more episodes may be able to buy the season for a lower price. Then the season price will reduce by the amount paid by the subscriber for spending on past episodes.

Business Model and Use of Service:

Amazon Prime’s revenue model relies on the Subscription fees and Advertising revenues supported by the public-service media through TV licenses. According to a source, FourweekMBA made a statement, “Amazon Prime (a subscription service) also plays a crucial role in Amazon’s overall business model, as it makes customers spend more and being more loyal to the platform.” Prime strives to show loyalty to subscribers by providing proper and secure strategies to keep them happy.

Amazon Prime uses linear programming, which investing profit into something like traditional linear television. According to a report, Fortune, the source stated, “A new report from tech publication Protocol pointed out several new job postings for Amazon’s Prime Video department focusing on linear broadcasting. “It is Day 1 for the linear TV experience on Prime Video,” one of the postings for a software development engineer says.” It does not favor any other programming besides the linear they use the most.

Prime has many subscribers/viewers that are overestimated to be above million and counting in the U.S. between the years 2013-2019. According to a source, Statista, “Amazon Prime is constantly growing in the United States: as of December 2019, there were an estimated 112 million U.S. Amazon Prime subscribers, up from 95 million in June 2018,” which the numbers estimated higher in the U.S. than anywhere else in the world. But over time it continues to increases in mass amounts. Even if you live or reside in the U.S. cause places like France, Germany, and others to follow. The range frame of subscribers worldwide is between about 150 million.

History of the Streaming Service:

The service grew with expanding the library and adding a membership with the development of Prime. They were moving into streaming; as some may not be known, Amazon is a multinational technology company as the world’s largest online marketplace. It was not originally a streaming service until Amazon developed Amazon Studios, a television and producer and distributor with the company. Launched in 2010, It thrives in developing television series and distributing and producing films. Nothing has seemed to change or affect the progress of the service.  

The purpose of Amazon to have a streaming service is providing an on-demand online entertainment service including TV shows, movies, and other media. It’s to provide subscribers an alternative to using cable and satellite service. With the requirements of fees, between view or subscription.

Consumer and Press Reaction:

Amazon Prime Video has received negative feedback over the years, according to a source, Amazon, a customer, stated “If I’m paying $100 a year, I shouldn’t have to pay for each movie I’m watching as well. Pick one or the other. The selection is terrible, and you have to sort through a massive number of terrible movies that are included for free and any remotely decent movies that you have to pay for.” which represents the customer’s frustration of having to pay for the subscription than on top of that pay to watch a movie. If you are paying yearly for the subscription, why make the subscriber pay again to watch something?

Fortunately, this second source backed it up, Quora, a user stated, “Video quality totally depends on the internet connection in your device. If you had seen the quality section in AMAZON PRIME VIDEO then you would have been gone through 3 options High Medium And Low you can Ch.oose high for the high quality, but it needs more MB/s rather medium consume less and low consume lowest from both.” Talks about the reactions as Prime moble app has horrible video quality and needs improvement.

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