July 30, 2019
Drawing attention to programming through ratings and viewership data is as old as Nielsen.
With the over-the-top video market about to get crowded by Disney+, HBO Max, Apple TV+ and NBC Universal, some services such as Netflix have taken to releasing viewership data for select series and movies when the numbers are self-promoting.
The SVOD pioneer recently disclosed that more than 40 million households had streamed the third season of “Stranger Things,” one of its flagship original series.
Don’t expect Amazon Prime Video to follow the strategy.
“We know what the numbers are and we’ll single out shows that are overperforming, but we’ve yet to embrace a strategy as a company where we put out actual numbers,” Jennifer Salke, head of Amazon Studios, told the media over the weekend at the studio’s Television Critics Association presentation.
The strategy underscores Amazon’s reluctance updating Prime membership numbers (last revealed at 100 million globally) or disclosing Prime Video viewership data.
What the studio isn’t afraid of is canceling shows, which Netflix and Hulu do as well.
Amazon is not renewing new seasons of “The Romanoffs,” “Patriot,” “Forever” and “Too Old To Die.”
New releases include “The Boys,” pending “Carnival Row,” a fifth season of “The Expanse” and upcoming “The Banker’s Wife.”
Meanwhile, hardboiled L.A. cop drama “Bosch,” Amazon’s longest-running original series renewed last year for a sixth season, remains a mystery regarding actual viewers.