Amazon Experiments with a Streaming Concert to Boost Prime Day Sales
Although eCommerce sales numbers were strong for Amazon’s 2019 Prime Day, the mega-retailer left nothing to chance. This year, in an effort to bolster more loyalty to the Prime membership, as well as battle copycat competitors like Target who promote their own day of sales, Amazon held a streaming concert on July 10 on Amazon Prime Video. Taylor Swift headlined the concert, joined by other artists including Dua Lipa, SZA, and Becky G.
But did this bold move work in achieving Amazon’s goals?
Causes for Lackluster Viewing Numbers
Over the week of the concert’s release, it generated approximately 84k unique views July 10-July 27. Given that there are over 100 million Prime members, these numbers disappoint.
The concert had a slow start, with few views at the actual premier. There are a few possible causes for this.
The concert may have been upstaged by several other tv-series and movies that launched in July, including Netflix’s Original Stranger Things and HBO’s drama From the Earth to the Moon. Given Stranger Things’ record-breaking views for its third season (at least 26.3 million Americans watched a small portion of it over the four-day holiday weekend), it’s reasonable to assume that some people preferred monsters in Hawkins to Taylor Swift (sorry, Tay Tay).
Another possible reason for the concert’s low viewing numbers is that live streaming concerts are known to be less engaging. Consumers may not have felt motivated to join the experience.
Additionally, because the concert was recorded and customers had time to watch it later, the urgency of the event may have been lost. The Jumpshot data shows that customers continued to stream the concert past the launch and even after Prime Day, although the numbers tapered off as July came to a close.
So, Who Did Watch the Concert?
Of the 84k viewers who streamed the concert, the majority were men between the ages of 35 and 54. Women accounted for just under 30% aged 35-44. Due to shared computers, media systems, and shared logins, approximately 29% of the data for the concert came back demographically unknown and unidentifiable.
Hopefully, Amazon didn’t launch this concert to attract Millennials, who made up only a small portion of the audience (7%) who watched the concert. Millennials value having experiences over having “things,” and watching a concert on a screen is less likely to appeal to them than to older demographics.
What About Amazon Sales?
The proof, as they say, is in the Taylor Swift pudding. Amazon saw a spike in product views the day before, during, and after the Prime Day Concert. From July 9 to July 11, product views reached 37,162, which made up 13% of the product views during the month of July 2019.
During Prime Day, product views reached, 47,190, making up 16% of the product views for the month of July.
As far as conversions, the concert created a spike for the month of July, increasing from an average of 1,720 before the concert to 3,011 conversions on the launch of the concert.
Prime subscriptions have risen slightly YoY, looking at July 1-15, with 1% growth. Although, the subscriptions on the day of the launch of the concert are actually down 31% year-over-year, suggesting the concert was not enough to entice consumers to sign up for a subscription.
While conversions on the day of the concert were impressive, they were nothing in comparison to the conversions on Prime Day.
While Amazon was brave to try the live streaming concert, there’s not a lot of evidence that the investment paid off. It seems the concert gave Amazon a nice boost and prepared consumers for the shopping summer holiday, though we are skeptical whether the brand will make the concert a fixture in future Prime events.
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