In order to stand out in a sea of streaming services, Prime Video needed to create a global product positioning, brand strategy, and th accompanying marketing campaigns to educate audiences on Prime Video’s new differentiated entertainment offering:

1) The exclusive hit originals, movies, and live sports included with Prime.

2) The ability to add and manage 100+ other streaming services like HBOMax, Paramount+ Showtime, and Starz.

3) The ability to rent or buy in-theater movies.

Our task was to balance the function of the product offering with the emotional benefits only Amazon Prime Video can offer.

The biggest casualty of the streaming wars?
The Customer Experience.

Consumer Insight:
The Streaming Wars have left consumers in a state of Content Chaos.
Why has finding what to watch become such hard work for what should be a relaxing couch activity?
It’s a mess of apps and passwords resulting in
72% of consumers feeling overwhelmed and 67% “stressed out by streaming.”

Product Insight:
Consumers don’t just want more content
They need a better way to manage it.

Strategy:
Prime Video is
The One App To Unite Them All
that takes the stress out of streaming.

Where you can easily access titles from any of the below options, in just two clicks.

-The hit content included with Prime
-Rent or buy in-theater movies
-Enjoy entire content libraries from 100+ different streaming services like Max, Paramount+, by adding and managing subscriptions

One app. One password.
Zero Stress.
Welcome to your entertainment paradise.

Get lost in your stories, not your subscriptions and…
Find your happy place.

Content chaos can ruin TV, Make your favorite shows disappear, Waste your time, Make your dinner go cold, And give you a sore thumb.

Content chaos is multiple passwords, An overwhelming mess of subscriptions, And still feeling left out of pop culture. But content chaos has met. its. match.

Prime Video is the one app to unite them all, Where you get lost in the story, not the subscriptions

Watch that favorite original series, Free TV, the latest blockbuster or classic, Live sports, and even everything on the other streaming services!

Prime Video makes it easy to find all the titles you love, together in perfect harmony. From The Boys to Barbie, Succession to Star Trek, 007 to 1923, and even Lord of The Rings: Rings of Power and Game Of Thrones: House of The Dragon, all in one app, with just one password.

So say goodbye content chaos and…
Find your happy place.