Amazon's latest original series launched this month, and for the first time in what feels like a long time, you can actually see the impact The Lord of the Rings: The Rings of Power is having on downloads.
That's a good thing for Amazon.
Downloads rose to their highest this year on Saturday (9/3), the first weekend after the show's release. In numbers, Amazon added 498 thousand new users on that day, according to our App Intelligence. The previous peak was all the way back in January.
But that was the first weekend...
In its second weekend (9/17, which happened to be my birthday), Amazon's downloads broke the previous week's record with 604 thousand downloads. A new all-time high for Amazon.
Amazon's steady downloads are nice but stem from Amazon's ability to shove its streaming service to Prime members more so than being a popular streaming destination.
Its ability to produce originals that take off was questionable, with a few hits and a bunch of misses, but they seem to be getting more hits.
A few months ago Amazon premiered another exclusive, the latest installment of James Bond, which I thought would be super popular for Amazon's unexciting mobile streaming app. Especially considering this was probably the last time we see the Bond we're used to.
Downloads saw a bump when No Time to Die launched, but not nearly as much as this month thanks to The Ring of Power.
So, either James Bond was not a very exciting movie (it wasn't, even Craig Bond didn't want to do it...) or Amazon learned a thing or three about promoting its content. Maybe both. Either way, the streaming race isn't over just yet.
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