The $99 annual membership that provides users with free two-day shipping, as well as its streaming package, boasts an estimated 90 million subscribers overall. By this token, The Grand Tour converted 1.5 million Prime subscribers, according to Amazon.
Amazon's spending on video content for its Prime service has attracted more than 5 million subscribers worldwide, according to company documents seen by Reuters.
Aside from Netflix, Amazon has been one of the most eager streaming platforms to create original content. For contrast, here's a chart Reuters ran to show their other show's "cost per first stream".
The Amazon data also shows that the company decides to renew or cancel shows based on whether they bring new subscribers to Prime, and whether they keep watching. The e-commerce giant has also invested tens of millions of dollars into shows like the Emmy Award-winning series "Transparent", about a transgender father and his family, and "Good Girls Revolt", a critically-acclaimed show about gender inequality in a NY newsroom.
For comparison, Netflix has more than 118 million global subscribers, while Hulu has more than 17 million subscribers. Amazon will be developing more drama series and spin-off series to attempt to grow Prime outside of the United States where the potential for growth is largest. The show "Man in the High Castle" cost $72 million to produce and market. Members turned into paying Prime subscribers cost Amazon only $49 per new member during the first season.
Amazon's original series Transparent, now in its fourth season, is not one of the company's most viewed, according to Reuters. The most effective of the pack, however, is The Grand Tour, a British motoring series.
The show Good Girls Revolt didn't achieve similar success in converting viewers to subscribers.
Amazon's return on its multi-billion-dollar investment in video programming, long shrouded in mystery because the company has declined to break out specific numbers, has been illuminated somewhat by internal documents obtained by Reuters.
The internal documents also compare metrics for 19 shows exclusive to Amazon: their cost, viewership and the number of people they helped bring to Prime. Instead, Reuters notes that "analysts" estimate that there are 75 million Prime subscribers worldwide, and that over half are outside the U.S. Prime customers are known to spend significantly more money, as much as ten times more, and place orders more frequently than regular members.