IMDb Competitors, Part 4

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IMDb Competitors: IMDb TV

IMDb TV was only launched by Amazon in January 2019. It was first introduced as IMDb Freedive before it was rebranded to IMDb TV in June 2019. It is a free streaming channel that requires no IMDb or Amazon Prime subscription as it is supported by advertisements. The requested information on IMDb TV's US market position has been entered into column Q of the attached spreadsheet.

SUMMARY

  • IMDb TV offers a wide range of TV shows and movies. The platform currently features more than 130 movies and 29 TV shows. Some include Foxcatcher, True Romance, a few seasons of "The Bachelor," and Midnight in Paris. IMDb TV also has some original shows such as "Casting Calls" and "So Far." A lot of these original/exclusive content are short-form series and documentaries.
  • IMDb TV is available on the IMDb website (via a computer), the IMDb TV mobile app, the Prime Video app, and all Amazon Fire TV devices in the US.
  • Amazon typically notes that IMDb TV can be accessed as a free channel on the Prime Video app. IMDb TV also has "built-in compatibility with Amazon’s Fire TV devices." It is marketed as a budget platform for people who would rather use a free service than pay for Netflix, Hulu, and their likes.
  • Another selling point that IMDb TV leverages is its incredible picture quality. It offers a lot of old and classic content as well, including fan favorites like Kingpin and Young Einstein.
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IMDb Competitors: Amazon Fire

Amazon Fire is a digital media player that "could be used to provide entertainment by streaming shows and apps to a TV." It comes in the form of a plug-in or set box. The requested data on Amazon Fire's US market position can be found in the attached spreadsheet.

SUMMARY

  • Currently, Amazon Fire TV has more than 37 million active users on its OTT (over-the-top) service. Amazon Fire TV is the number one streaming media player in the US, Germany, Japan, UK, and India.
  • Amazon adopts a direct-sale approach for its Fire TV business. It makes money by selling Fire TV media devices. The Fire TV Stick costs $34.99 and has a HD/4K Ultra HD picture quality. The Fire TV Cube costs $119.99 and has Alexa built in.
  • Amazon Fire TV offers access to all forms of media, including music, video games, music videos, documentaries, movies, and TV shows. It offers these programs through a diverse range of channels, including Netflix, ABC, Crackle, and Apple TV. Local TV stations can also be accessed via Amazon Fire TV devices.
  • Amazon Fire TV devices can be purchased on Amazon, Best Buy, or Target. Users need to have a compatible TV (any TV with HD or UHD plus a HDMI port), a wireless internet connection, a regular Amazon account, and normal batteries for the devices.
  • Amazon Fire is known as a leading streaming platform in and outside the US. It is supposedly taking over Roku, the largest streaming box company in the US. Its growth is owed to its impressive licensing strategy, which it solidified within the past two years through partnerships with companies like Best Buy.
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IMDb TV Competitors: IMDb TV, Part 2

IMDb TV's main value proposition and key differentiation is that it allows users to watch a multitude of hit shows and movies without purchasing a subscription. It also offers a behind the scenes look at some classic films. The requested data on its US marketing can be found in column Q of the spreadsheet.

SUMMARY

  • One thing that differentiates IMDb TV from competitors is the short form original series it offers, some of which have been praised by critics. Its picture quality is said to be impressive as well.
  • IMDb TV's tagline is "Watch Hollywood hits and TV favorites: Free on IMDb and Fire TV devices." Another tagline it uses is "entertainment on the house." These terms are boldly displayed on its official website.
  • IMDb TV mainly uses the IMDb official website to advertise its offerings. On its homepage, some of the most popular content it offers for free are displayed. It leverages digital banners as well. Its taglines appear on these banners in flashy colors like purple.
  • IMDb TV has its own account - different from IMDb on Twitter. There, it mainly posts about the new content it has. It is advertised on the official IMDb Instagram and Facebook accounts as well.
  • On social media, there are several IMDb TV users telling their peers about the free service. One user asked where they could watch Degrassi - a TV show. Another user responded that it could be watched for free on IMDb TV. Other social media posts have to do with people just discovering that they can watch their favorite TV shows on IMDb TV for free.
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IMDb TV Competitors: Amazon Fire, Part 2

Amazon Fire's value proposition is that it strikes the best balance of performance, affordability, and features, when compared to competitors like Apple TV. It is reportedly the most affordable 4K streaming device. The fact that it offers access to multiple TV channels, including Netflix, Crackle, Fox, Hulu, Apple TV, and Disney+ sets it apart from competitors. The attached spreadsheet has been completed with the requested information on the company's US marketing.

SUMMARY

  • Amazon Fire uses several taglines, including "your voice, your TV." This tagline is featured on its website. On its social media pages, the tagline it uses is "whatever you're into, it's on Fire TV." It is written on its social media bios. On YouTube, its tagline and main message is "Free Your TV. Switch to streaming." It frequently publishes videos about real families and their experience switching to streaming through Amazon Fire TV.
  • Amazon Fire TV has a blog that it uses for search engine optimization. There, it recommends what to watch, offers tips & tricks, and provides updates on products.
  • It has overwhelmingly positive reviews across social media, news platforms, and retail sites. A lot of customers mention that it is "super easy to use" and "user-friendly." As one user described, "It EASILY sets up to work both my TV and my SOUND BAR. The fact that my TV is one brand and my sound bar is another is no problem. I love not having to fish for 3 different remote controls whenever I want to watch Amazon Prime or Netflix."
  • It is rated at least 4 out of 5 by tech experts like Tech Radar and Cnet. The consensus is that the Alexa feature comes in handy and it is easy to navigate. However, these experts also mention that the TV shows and movies on the home screen seem like content that Amazon or its partners are pushing viewers to watch.
  • On social media, Amazon Fire TV also has a positive perception. Most posts are about whether people recommend Amazon Fire. While most recommend it, a few say they prefer Google Chromecast or Roku. Several users mentioned that Amazon Fire saved their lives or made life easier. One user mentioned that Roku offers more app choices than the Fire Stick.
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Amazon Entertainment Products

Amazon positions each of its entertainment brands differently. IMDb is positioned as an encyclopedia for movie buffs and enthusiasts, while IMDb TV is positioned as a budget streaming platform with limited ads. Amazon Prime Video is positioned as one of the largest streaming services in the US with Amazon Fire TV being the number one streaming media player in the US. Amazon cross-sells its entertainment brands. This means all other entertainment brands are advertised or highlighted on larger brands like Amazon.com and IMDb.

How Amazon Markets its Entertainment Brands

  • Amazon markets its entertainment brands through sponsored search, social and online advertising, third party user referrals, and TV advertising.
  • Of note, IMDb and IMDb TV operate as independent subsidiaries of Amazon. As a result, they are not mentioned in its annual reports. IMDb TV and IMDb are advertised using the IMDb official website and social media pages, as well as, digital banners. The IMDb official website typically has a link on the homepage stating that users can watch free movies on IMDb TV.
  • Since IMDb has over 200 million monthly active users and the official Amazon website has more than 300 million active users, Amazon Prime and Amazon Fire TV are advertised on a CPM, CPC or CPA basis on the official IMDb website and Amazon.com. An example can be found here. The screenshot shows a movie page on IMDb that features an ad for Amazon Prime with the term "Try it Free."
  • Amazon leverages CPM, CPC or CPA advertising for its family of entertainment brands on third party websites as well. An example can be seen here.
  • Amazon also uses PPC (pay-per-click) advertising methods to market IMDb, IMDb TV, Amazon Prime, and Amazon Fire TV. Pay per click ads are measurable and trackable ads that are run through Google Ads. An example of a PPC ad by Amazon is here.
  • TV ads are also used to market Amazon's direct subsidiaries, Amazon Prime Video and Amazon Fire TV. It does not use TV ads for IMDb or IMDb TV. Examples of the TV ads it uses for Amazon Prime Video and Amazon Fire TV can be seen here and here.

IMDb

  • IMDb — the Internet Movie Database- is positioned as a valuable resource for entertainment professionals. It is widely known as a website to find movies and TV credits. One can also see reviews of movies, TV shows, and documentaries.
  • Through word of mouth, IMDb is known and marketed as the "definitive website for film buffs and television enthusiasts, thanks to its encyclopedic library of information about pretty much everything that has ever been shot on a camera."
  • IMDb has a pro version, a service that allows actors and other entertainment professionals to manage their IMDb profiles, network, and see casting notices.

IMDb TV

Amazon Prime Video

  • Amazon positions Prime Video as one of the largest streaming services in the US offering unlimited streaming and free trials.
  • It is positioned as a platform that offers more content than close competitors like Netflix and Hulu.
  • Amazon uses its Fire TV platform to promote its original shows on Amazon Prime.

Amazon Fire

  • Amazon positions Fire TV as the number one streaming media player in the US. Its differentiating factor is the access it offers to hundreds of channels, including Amazon Prime, Apple TV, Netflix, Hulu, and Disney. "
  • Through impressive partnerships and licensing strategies, it ensures that its products are placed where they are fully understood and can be sold.
  • For Fire TV, Amazon leverages TV advertising, an official blog, social media, and the Amazon official website.

Sources
Sources

From Part 02