Amazon Prime UK has released a series of new ads called “Great Shows Stay With You,” each depicting a scenario in which binge-watching inspired positive change in a viewer.
Each of the four video spots highlights a particular show, beginning with Jack Ryan, which inspires a father to become the best man he can be—working out, gaining fast reflexes and finishing projects around the house.
Lucifer inspires a closed-off young man into exploring his darker, more charismatic side, while Outlander rekindles the romance for a married couple going through the motions. For one timid woman, binge-watching Vikings gives her the strength to stand up for herself in the workplace, going so far as to begin yelling like a warrior when someone uses her coffee mug. Each viewer reaches their potential by the season finale.
Interestingly, the campaign focuses not only on Amazon Original content but programs that originated on other networks such as History (Vikings), FOX (Lucifer) and STARZ (Outlander).
During a time when cord-cutting continues to rise, original and exclusive content have become key to attracting new subscribers. OTT services like Amazon are churning out awards contenders to attract new subscribers and Netflix has considered owning its own movie theater.
“Consumers increasingly choose services on the strength of the programming they offer, and the platforms are stepping up with billions in spending on premium shows,” eMarketer senior forecasting analyst Christopher Bendtsen said in a recent report.
Amazon may have to step up its game if it wants to rely on awards, however. The company took home eight Emmys last month for shows like The Marvelous Mrs. Maisel, compared to Netlix and HBO, each taking home 23.
Even with fewer awards and a recent price hike, Amazon Prime offers something its competitors don’t—additional perks like streaming music, free shipping, grocery delivery and exclusives on Twitch, which appear to serve the company just fine. Amazon added more Prime members in 2017 than in any previous year and in a letter to shareholders, CEO Jeff Bezos said that 100 million people pay for the service as of April. For the second quarter of 2018, Amazon experienced 57 percent growth YoY for subscription services, including Prime.