Originally Posted by tgabber:
“I don't for a moment suggest that they are lying, I'm sure TGT has been a great sucess for them on their terms. All I'm saying is that without the numbers we can't put that sucess in context. Has TGT had double the viewers of the old Top Gear? Or only half, a quarter, a tenth?
And for Amazon, it's all about subscriptions and associated sales anyway.
How will the numbers hold up in the long term? Will it justify Amazon's eye-watering, eggs-all-in-one-basket investment? Maybe it's already paid for itself (though I'd doubt that)..
The problem for Amazon is that without constant publicity and advertising, it's very easy for streamed shows to be forgotten about by everyone apart from the fans. You're not going to pick up the casual viewer, because they simply don't have access to it. However one thing Clarkson and co have been good for recently is getting lots of 'free' advertising via (sometimes manufactured?) controversy creating news coverage. We'll have to see if that is something that continues.”
Bear in mind though, that Amazon probably don't care about pure viewing figures. You hit the nail on the head in your second paragraph - associated sales. I would imagine that the very vast majority of people who signed up to Prime to be able to watch TGT, signed up for the full yearly subscription (as opposed to the monthly video only package) so will be pre-disposed to use Amazon first for retail purposes. Even if they crunched the numbers and concluded that the uptake in Prime subscriptions didn't actually cover the reported £160m outlay, I'll bet another report would show that the additional spending on their main site from these subscribers more than covered it; subscribers who will continue to subscribe year after year. I suspect that if it hasn't already, it won't take very long at all for Amazon to recoup their outlay on this show. In the short -term, they won't care if the show gets 100; 100,000 or 100m viewers. Maybe that's why, according to Clarkson, Amazon won't tell them the figures? Maybe it
genuinely doesn't matter to Amazon?
You raise a good point about long-term investment though. At some point, there will be an inevitable drop-off in the uptake created by TGT. That's when the number crunchers will start to reign in the budget, and possibly kill their golden egg laying goose.