Leaked Amazon Prime numbers say 26M USA subscribers use video service

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Internal documents state that Amazon Video's original and licensed programming attracted a total of 26 million USA viewers as of early 2017.

The documents also show that Amazon's US audience for all video programming on Prime, including films and TV shows it licenses from other companies, was about 26 million customers. It's going to spend $5 billion on original and licensed content every year. For the third season of the drama, it got respectable 1.3 million views, which put it on par with HBO shows that aren't Game of Thrones.

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It attracted 1.15 million new subscribers worldwide, according to Amazon's numbers, and drew new Prime members at an average of $63 per subscriber.

Amazon ended 2017 with about 60 million Prime subscribers in the U.S. Netflix ended 2017 with 54.75 million U.S. subscribers. However, of that 26 million, original content for the service helped draw in 5 million new subscribers for Amazon Prime. The news outlet says it has reviewed company memos detailing the cost and viewership of almost two dozen Prime exclusive series, including Transparent, The Man in the High Castle, and the short-lived Good Girls Revolt.

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Deep dive: "Good Girls Revolt". "The program's cost per new customer was about $1560, according to the documents", Reuters notes. CBS All Access has more than two million subscribers. "First stream" refers to the show a new Prime member first watches after signing up for Prime. These documents reveal numbers that Amazon has never released to the public and they are eye-opening when you analyze what they are saying. Bezos said at the same conference that users who come to Prime through entertainment are more likely to convert to full-fledged subscriptions through free trials, renew subscriptions annually at higher rates, and even buy more products.

The company has bet big on luring shoppers via its video offerings, as viewers can only access its lineup by signing up for Prime as a whole and plunking down the annual fee. The company doesn't reveal how many Prime subscribers it has, but Wall Street estimates range from 70 million to 90 million. In November, Amazon won the rights to the Lord of the Rings universe for an estimated $200 to $250 million. Prime customers are known to spend significantly more money, as much as ten times more, and place orders more frequently than regular members.

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