Amazon Prime Video is the most popular streaming service in Germany alongside Netflix. But how does Amazon actually find out which series and films are particularly well received by the audience and when does it decide whether a series will be extended? TECHBOOK takes a look behind the scenes.
Films and series are, so to speak, the daily business of Michael Ostermeier. As Head of Entertainment PR DACH at Amazon, he tells us in an interview how the streaming service tries to hit the nerve of its viewers every day. He tells us the most successful title in Germany so far and talks about the new Freevee offer.
TECHBOOK: Mr. Ostermeier, what content is particularly popular on Amazon?
Michael Ostermeier: The preferences of our Prime members are generally diverse, but the most successful title of all time on Prime Video in Germany is the comedy show “LOL: Last One Laughing” with Michael Bully Herbig. By the way, we publish the ten most popular titles online every week in the web version of Prime Video.
TECHBOOK: How do you measure which content is viewed most frequently?
Michael Ostermeier: We can see per user account what content is viewed, for how long and how often. Customers can also review all content and rate it with the famous Amazon stars. This gives us a pretty good picture of what our customers like and what they want to see more of. This is important in order to continuously improve the offer for our Prime members.
Also read: How do streaming providers decide which films and series to show?
TECHBOOK: When is a series or film considered successful on Amazon?
Michael Ostermeier: We measure success in a wide variety of categories. One of them is the number of viewers a title has reached. However, this is not always the decisive category. How many new viewers tried Prime Video because of the title? Did you watch a series or a film to the end or did you drop out in the meantime? How was the title rated? Did the title reach a special part of our Prime members above average? These are all questions we ask ourselves when evaluating a title’s success on Prime Video.
TECHBOOK: Does the first season already decide whether and for how long an Amazon original will be continued?
Michael Ostermeier: This differs from case to case. As a rule, the interest of the viewers and the ideas of the creators determine the lifespan of a series. Some stories are told after one season, some have more seasons in them.
TECHBOOK: Prime Video is available worldwide, but how do viewers in Germany differ from those in other countries? Are there special preferences in this country?
Michael Ostermeier: There are many similarities, but also differences. For example, our viewers in Germany are big science fiction and fantasy fans, but on the other hand they also love romantic themes.
TECHBOOK: With seven seasons, “Bosch” is one of the longest-lasting Amazon originals ever. Why don’t you show the spin-off “Bosch Legacy” on Prime Video, but on the advertising-financed service Freevee?
Michael Ostermeier: The good news is that all Amazon customers will be able to watch Bosch: Legacy on Freevee when the service comes to Germany and Austria later this year. Free of charge, even without a Prime membership.
Read more about Freevee: Amazon announces second streaming service – this time for free!
TECHBOOK: Will other popular productions like “The Expanse” also get a sequel on Freevee?
Michael Ostermeier: Let yourself be surprised. Freevee already offers a wide and growing range of Originals in the US and UK. We can look forward to the start in Germany and Austria.
TECHBOOK: Can you tell us more details about the launch of Freevee in Germany?
Michael Ostermeier: Unfortunately not. Freevee will be launched in Germany and Austria later this year. More information will follow in the coming months.
TECHBOOK: Currently, there is general talk about advertising for streaming services. Disney and Netflix also want to introduce ad-supported models. Prime Video itself currently only advertises its own content. Should it stay there?
Michael Ostermeier: Amazon’s ad-supported video streaming service is called Freevee, not Prime Video.
TECHBOOK: Which highlights are still on the program at Prime Video in the course of the year?
Michael Ostermeier: The biggest highlight is the much-anticipated launch of The Lord of the Rings: The Rings of Power on September 2nd. The Amazon Original series will set new standards in many areas. Summertime series highlights will include Season 3 of The Boys beginning June 3, The Summer I Grown Pretty based on the book by Jenny Han June 17, The Terminal List starring Chris Pratt June 1 July, “Damaged Goods” with Sophie Passmann and our next German show highlight “One Mic Stand” with Teddy Teclebrhan.
Later in the year, Prime members can look forward to the sequel to Die Discounter, the new German series Love Addicts and our romantic film Sachertorte. And for Christmas we are planning our first German Christmas series.
TECHBOOK: Mr. Ostermeier, thank you very much for the interview.