10 Oct Understanding The Impact of Amazon’s Prime Day $0.99 SVOD Promotion On Acquisition and Retention [Antenna]
October 10, 2022 | Tomorrow marks the start of the second Amazon Prime Day in 2022. During the previous 2022 Prime Day held in July, Amazon once again offered Prime Members a discounted rate on SVOD subscriptions. The promotion allows Prime Members to sign up for SVOD Service Subscriptions through Amazon Channels at a discounted rate of only $0.99 per month for the first two months.
To better understand the impact of these promotions on Sign-ups and retention, we took a look at Sign-up volume via the Prime Day promotion in July 2022, as well as the Survival Rates of users who came in via the promo in June 2021 for each of the individual Services that participated.
The bottom line: while the promotion is associated with a significant lift in Sign-ups for the Services that participate, these subscriber cohorts overall tend to have a lower retention rate.
Read more on Antenna.