As explained in a previous article, Prime Video surprised many football fans last June with its entry into the field.
And this has caused a lot of reactions! Indeed, using the Digimind software, when you search for « Prime Video » in France for the last 6 months, just by looking at the most used emojis, you can see that football is at the center of the reactions related to the platform.
This Brand perception is also very much oriented towards sport via the « influencers » or the « key concepts » which are mostly related to sports newspapers.
A winning strategy?
Prime Video diversifying its activity by choosing sports suggests a new strategy to reach even more Prime users. Because as you already know, Amazon the big giant wants to be everywhere in everyone’s home.
So, through Digimind’s trend tool, we can analyze the amount of interaction that Prime Video has generated over a period.
If we look at it from a more distant point of view, in fact over the last 2 years, we can see that Prime Video has become more and more noticed in recent times compared to its beginnings. This confirms our analysis in previous articles: Prime Video did not start out with great success but has redoubled its efforts to develop its platform. The strategies put in place by the platform seem to be bearing fruit and we must believe that Amazon knows how to make a name for itself!
The big spike on the chart in August 2021 occurred on the day Prime Video made its entry into football by broadcasting its first game of the season on 06 August.
This trend had already been seen 2 months earlier, when Prime Video started to seriously establish itself as a new sports media.
We see well, on this graph which reflects the month of June 2021 that the opportunity seized by Prime Video with Rolland Garros made it climb in the trends.
Prime Video is trending, but positively or negatively?
According to Digimind, Prime Video is appreciated by most people!
To try to understand the 25% of feelings that are negative, we have gone into the details of the reactions, and we have retained the following elements:
- The majority of the reactions appear as negative following the score of the football matches, therefore not directly towards prime video.
- Some reactions concern the criticism of the non-release of films in the cinema for prime video
- The negative feelings can also be explained by the fact that some football fans are not used to watching matches on this platform.
What to remember?
Thanks to Digimind, we can see that the strategy of focusing on sports has made a lot of noise for Prime Video from a Brand Perception point of view. Football is what comes up in the vast majority of Prime Video trends with most positive sentiments. People are talking about Prime Video over and over again, so once again, the big Giant has been too strong!
____________ Agathe DELACROIX
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