June 28, 2022, 8:33 am | Read time: 5 minutes
Amazon Prime Video is, alongside Netflix, the most popular streaming service in Germany. But how does Amazon actually determine which series and movies are particularly well-received by the audience, and when is it decided whether a series will be renewed? TECHBOOK takes a look behind the scenes.
Movies and series are essentially 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 every day to hit the mark with its viewers. He reveals the most successful title in Germany so far and talks about the new offering Freevee.
TECHBOOK: Mr. Ostermeier, which content is particularly popular on Amazon?
Michael Ostermeier: Our Prime members’ preferences are generally wide-ranging, 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 accessed most frequently?
Michael Ostermeier: We can see per user account which 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 want to see more of. This is important to continuously improve the offering for our Prime members.
Read also: How do streaming providers decide which movies and series to show?
TECHBOOK: When is a series or movie considered successful on Amazon?
Michael Ostermeier: We measure success in various categories. One of them is the number of viewers a title has reached. However, that’s not always the decisive category. How many new viewers tried Prime Video because of the title? Did they watch a series or movie to the end, or did they drop out midway? How was the title rated? Did the title reach a particular segment of our Prime members exceptionally well? These are all questions we ask ourselves to evaluate the success of a title on Prime Video.
TECHBOOK: Is it decided in the first season whether and how long an Amazon Original will be continued?
Michael Ostermeier: It varies from case to case. Generally, the interest of the viewers and the ideas of the creatives determine the lifespan of a series. Some stories are told in one season, while others 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 specific preferences here?
Michael Ostermeier: There are many similarities, but also differences. For example, our viewers in Germany are big fans of science fiction and fantasy, but they also love romantic themes.
TECHBOOK: With seven seasons, “Bosch” is one of the longest-running Amazon Originals. Why are you now showing the spin-off “Bosch Legacy” on the ad-supported service Freevee instead of Prime Video?
Michael Ostermeier: The good news is that all Amazon customers can watch “Bosch: Legacy” on Freevee when the service launches later this year in Germany and Austria. Free of charge, even without a Prime membership.
Read more about Freevee: Amazon announces a second streaming service–this time for free!
TECHBOOK: Will other popular productions like “The Expanse” also get a continuation on Freevee?
Michael Ostermeier: Stay tuned. Freevee already offers a wide and ever-growing range of Originals in the U.S. and the UK. We can look forward to the launch in Germany and Austria.
TECHBOOK: Can you already share more details about the launch of Freevee in Germany?
Michael Ostermeier: Unfortunately not. Freevee will launch in Germany and Austria later this year. More information will follow in the coming months.
TECHBOOK: There is currently a general discussion about advertising on streaming services. Disney and Netflix also want to introduce ad-supported models. Currently, Prime Video only runs ads for its own content. Will it stay that way?
Michael Ostermeier: Amazon’s ad-supported video streaming service is called Freevee, not Prime Video.
TECHBOOK: What highlights are still on the program for Prime Video this year?
Michael Ostermeier: The biggest highlight is the highly anticipated launch of “The Lord of the Rings: The Rings of Power” on September 2. The Amazon Original series will set new standards in many areas. The summer series highlights will be the third season of “The Boys” starting June 3, “The Summer I Turned Pretty” based on the book by Jenny Han on June 17, “The Terminal List” with Chris Pratt on July 1, “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 continuation of “Die Discounter,” the new German series “Love Addicts,” and our romantic film “Sachertorte.” And for Christmas, we have our first German Christmas series in the works.
TECHBOOK: Mr. Ostermeier, thank you for the conversation.