A new report breaks through the veil of secrecy that Amazon tends to keep around the the viewer and subscriber numbers for its Amazon Prime video service. Reuters examined company documents that the news service says reveal “for the first time how the retailer’s bet on original video is paying off.”
The documents “show that Amazon’s U.S. audience for all video programming on Prime, including films and TV shows it licenses from other companies, was about 26 million customers. Amazon has never released figures for its total audience,” Reuters reports.
“The internal documents compare metrics that have never been reported for 19 shows exclusive to Amazon: their cost, their viewership and the number of people they helped lure to Prime. Known as Prime Originals, the shows account for as much as a quarter of what analysts estimate to be total Prime sign-ups from late 2014 to early 2017, the period covered by the documents,” Reuters reports.
The story reports that Amazon’s top TV shows drew more than 5 million people worlwide to Prime by early 2017.
MediaPost adds: “Prime Video is available to all Amazon Prime subscribers, or as a standalone offering for $8.99 per month. The company doesn’t reveal how many Prime subscribers it has, but Wall Street estimates range from 70 million to 90 million. With 26 million people watching videos through the service, that means there are tens of millions more people with access to the library of videos that aren’t yet watching.”
MediaPost notes that the numbers make Amazon “one of the largest streaming video services in the world, behind only YouTube and Netflix.”
“For comparison, Netflix has more than 118 million global subscribers, while Hulu has more than 17 million subscribers,” MediaPost adds. “CBS All Access has more than two million subscribers. YouTube has two subscription offerings, but most of its viewership comes from its free video offerings. YouTube has said it has more than 1.5 billion unique worldwide viewers each month.”