The Grand Tour hits top gear to reach Amazon UK SVOD pole position | Media Analysis | Business
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Having gone all in on taking Jeremy Clarkson, Richard Hammond and James May to its online video channel, Amazon is celebrating success with The Grand Tour among UK subscription video-on-demand (SVOD) viewers.

amazon svod 9 Feb 2017According to SVOD content tracking and analysis research from GfK, The Grand Tour was the most viewed title in both November and December 2016, attracting the biggest audience reach for an Amazon show in the UK since GfK’s tracking service began in 2015. It also became the most streamed show on Amazon in November 2016, accounting 8% of all the online video streams watched. The following month, that increased to 17% of all streams viewed, nearly double that of the second placed title, The Man in the High Castle.

Attempting to explain the reasons for the spike, GfK noted that one key reason behind Amazon’s investment in The Grand Tour was not just to attract publicity and views, but to encourage sign-up amongst a different target audience from existing subscribers. GfK believes that The Grand Tour has been successful in this aim. It found that in November and December 2016, the top reason for sign-up was ‘to watch original series made by the provider’, claimed by 22% of Amazon users. This was the highest percentage ascribed to this reason since June 2016, when the launch of BrainDead and Mr Robot 2 also sparked interest.

The analyst added that the value of Amazon investing in an exclusive deal with The Grand Tour cast was also proven by the second most popular reason given for sign up in December: ‘to watch exclusive content not available elsewhere’.

Commenting on the analysis, Christopher Smith, senior research executive in GfK’s brand and customer research division, said: “Our analysis proves that the high production costs for The Grand Tour are paying off, with viewers of the show agreeing that Amazon’s investment has been worth it. GfK’s tracking is unique as we are able to reveal what is being watched at title level, and this provides excellent insight of the return on investment that Amazon are gaining from their content acquisitions and commissions.”

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