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Amazon leverages video content as a strategic funnel to increase Prime memberships and retail ecosystem expenditure.
Vinay Chhoda · Venture InsightsPeriod: September 201812 min read
Last updated
Weighted average annual spend per Prime member shopper (2017)
Amazon share of US a-la-carte direct to consumer subscriptions
This report analyses Amazon's video strategy as a key pillar for driving Prime memberships and increasing retail spend. It highlights how Amazon monetises content unconventionally, with Prime members spending 4x-5x more than non-prime members. The analysis covers the four pillars of Amazon's video offering—devices, channels, original content, and sports—and examines the platform's growth in the Australian market, where subscribers grew nearly 2x over 2017-18.
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