With hindsight, it was self-evident that the spread of COVID-19 was to fundamentally alter global media streaming usage. Lockdown regulations meant that, almost overnight, there was a dramatic rise in SVOD adoption, as consumers turned to digital entertainment for both distraction and connection.
However, the sudden, unprecedented nature of these societal changes meant that the needs, motivations and purchasing behaviours of consumers also adjusted at pace.
For Amazon Prime Video, it was critical to understand and react to these changes in real time.
Continuous feedback loop with consumers could ensure APV communications and services remained impactful, adaptive and, most of all, sensitive to the evolving situation.
We designed an agile, reactive community programme that enabled us to speak to 150 consumers on a daily basis, for 30 days across 6 key European markets. We spoke to them about everything, from how they were feeling about the virus to how their viewing habits and lifestyles had changed, as well as their hopes for the future.
This always-on and immersive reporting approach, enabled us to bring APV closer to consumers, helping them to cut through the all-encompassing noise of our new circumstances and make decisions that would truly benefit their customers.