字幕表 動画を再生する 英語字幕をプリント When Amazon enters an industry, incumbent companies usually freak out. Whether it's pharmaceuticals, groceries, cloud computing or just old-fashioned retail, Amazon has earned its reputation as a business bulldozer. But when it comes to video, Amazon has so far been content with just being a player, not the player. I think Amazon Prime Video has spent a lot of money and has very little to show for it today. But that may be changing. For years, Amazon has used video as a sweetener for people to subscribe to Amazon Prime, the company's $119/year service. A Prime subscription includes not just TV shows and movies, but shopping discounts, access to music and books and, of course, free shipping on Amazon deliveries. At first Amazon's video strategy was to buy high-minded content, that could win Hollywood awards. Shows like 'Transparent' and 'Marvelous Mrs. Maisel,' and movies like 'Manchester by the Sea' and 'The Big Sick.' Under Roy Price, the former head of Amazon Studios, Amazon had some success with this strategy. 'Transparent' won the Golden Globe for best musical or comedy series in 2015 and 'Manchester by the Sea' won the Academy Award for best original screenplay in 2017. But those hits still had relatively small audiences. When Roy Price left Amazon in late 2017, Amazon CEO, Jeff Bezos, decided to replace him with Jennifer Salke, a broadcast TV veteran. Salke changed Amazon's video strategy to look for content that appeals to broader audiences. This better matches up with bringing people into the Prime universe and keeping the ones that are already there. I think you're going to see Amazon go after big, broad content. Obviously, the most obvious example of this is they're doing 'Lord of the Rings,' and there's no bigger, broader opportunity and shot on goal than doing a 'Lord of the Rings' TV show. Amazon bought the rights to 'Lord of the Rings' in 2017 for a cool $250 million, the biggest amount ever spent on TV rights. Amazon plans to run at least five seasons of the series and has promised a campaign to promote the show alongside J.R.R. Tolkien's books on Amazon.com. Amazon now has more than 100 million Prime subscribers. With so many credit cards already on file, it makes sense for Amazon to shift the purpose of Prime Video to connect content with commerce. Unlike Netflix or HBO, Amazon can market its content within an Amazon search for merchandise. Already today, a search for 'The Hobbit' doesn't just show you the book, but also gives you a chance to subscribe to watch the movie on Prime Video. Amazon's next big splash could be sports, particularly live sports programing. The company has already acquired some streaming rights to Thursday Night Football and Premier League soccer games, but it's yet to land a huge, exclusive sports rights deal. That could change in the coming years as rights to the NFL, the NBA and Major League Baseball come up for grabs. Amazon looks at content creation through a very different lens than a traditional media company. A traditional media company is, 'well how much advertising can I generate from this?' Amazon, the first thing when they talked about the NFL, the number one metric they were looking at is new to Prime. Meaning new people that have come into the Prime ecosystem because those are people that spend a lot more over the year than people who are not part of the Prime ecosystem. The major U.S. professional sports organizations might be a little hesitant to sell their exclusive rights to a non-traditional player like Amazon. But connecting commerce to content could make them a lot more revenue. This is not just about showcasing football games on Thursday night. This is selling you a jersey. This is potentially selling you a ticket. There's so much more that Amazon can do than just simply stream a game. They can probably sell advertising better than any TV network because of the data they have and they know exactly what I like. They know I'm a Giants fan. The bigger battle beyond just content could be ownership of the home. Seamlessly connecting Amazon Echo to TVs and mobile devices could revolutionize how people find shows and movies. Getting the 'Grand Tour' from Prime Video. There is an all out war for the control of your media life. Home, car, on the go. This is war, and I think the reality is these big tech platforms, who have valuations, and market caps and cash piles that are massive relative to traditional media, they're just getting started. So far, Apple and Amazon really haven't gone toe-to-toe. But as Apple also gets into original content, that competition is coming. There is going to be a war. It's gonna be all of these tech platforms feasting on the challenges facing legacy media.