Is Prime Video Deal’s with MrBeast a Preview of What Streaming Audiences Can Expect in the Future?
Younger audiences flock to social media platforms like YouTube and TikTok, and stars of those services could find themselves with streaming deals soon.
MrBeast is officially coming to Prime Video. On March 18, Amazon announced a new output deal with YouTube star Jimmy Donaldson. Better known by his moniker of MrBeast, Donaldson is the owner of the second largest viewer base on YouTube with over 247 million subscribers, second only to Indian record label T-Series. Donaldson’s deal with Amazon will see his hugely popular “Beast Games” YouTube series become the biggest reality TV competition in history. For younger generations, social media and creator-distributed content far surpass traditional linear and streaming video consumption, so this deal shows that streaming providers are keeping a watchful eye on the viewing habits of younger generations. It still remains to be seen
- “Beast Games” on Prime Video will see 1,000 contestants vie for a $5 million prize.
- YouTube accounts for a higher percentage of total TV viewing time than any streamer, and young audiences are especially drawn to social video.
- Prime Video could update its user interface to allow for fan interaction through comments and draw closer to social video platforms generally.
The “Beast Games” series on Prime Video will be an incredibly ambitious undertaking. It will see 1,000 contestants competing for a prize of $5 million, which Amazon says is the largest single reality TV prize in the history of either television or streaming.
When examining the popularity of Donaldson’s content, the reason that Prime Video decided to pull the trigger on this deal becomes clear. The YouTube star has 247 million subscribers, and his videos generate hundreds of millions of views each. If Prime Video can harness the enthusiasm of the MrBeast audience, it stands to pull in millions of new paying customers.
“MrBeast has captured the attention and imagination of fans of all ages, from all walks of life, and all over the world,” said Jennifer Salke, head of Amazon MGM Studios. “We are excited to work with Jimmy and his talented team to bring his brilliant, high production, and stakes-raising concepts to ‘Beast Games’ for our global customers to experience.”
Why More Streamers Could Pursue YouTube, TikTok Stars
There’s a significant amount of data to support the idea that streaming providers could benefit greatly by making more output deals with social video stars. Nielsen's monthly Gauge report consistently shows that YouTube draws more total TV viewing time each month than any subscription video streamer, and in February 2024 accounted for nearly 10% of all video watched.
Younger viewers are especially drawn to social media sites like YouTube and TikTok. Data from Hub Research indicates that Gen Zers spend more time streaming videos online than they do watching TV, and 30% of entertainment screen time is allocated to smart phone use by this age group. Another report from MiDia Research shows that more than half of people between the ages 16 and 34 watch video content — social media, TV, movies, etc. — on their smartphones, where TikTok and YouTube reign supreme.
Streaming providers are obviously paying attention to these trends. As younger viewers grow and are more able to sign up for their own streaming accounts, media companies could attempt to lure other YouTube and TikTok stars to their platforms with big output deals in an attempt to capture audiences who are more accustomed to social video.
Will that lead to big user interface updates on services that do strike deals with video influencers? Social interaction is a huge part of why creators like MrBeast are so successful, as viewers gather in the comments sections of videos to discuss what they just saw. Most streaming interfaces don’t offer much in the way of interactivity, but that could change if stars from social video websites appear more frequently in subscription streaming libraries. However, as a tech-first company, Amazon might be in the perfect position to integrate social video features into a traditional subscription video-on-demand (SVOD) streaming service.
Prime Video has found creative ways to include different features into its TV and movie titles as well as its sports coverage. Through its X-Ray feature, viewers are never more than a click away from information about what is happening on screen or stats about the game they are watching. If they are able to spin these things forward to more closely recreate the video experiences that younger audiences are accustomed to on YouTube, TikTok, and other more social platforms, they could see the highly coveted demo more willing to make the move.
It’s likely that executives from other streaming platforms will be closely watching the success of MrBeast on Prime Video. The numbers make it plain that audiences love social video stars, but if Amazon can prove that there is a path to translate social media success to a streaming service, it could be the beginning of a new era in entertainment.
Amazon Prime Video
Amazon Prime Video is a subscription video streaming service that includes on-demand access to 10,000+ movies, TV shows, and Prime Originals like “The Lord of the Rings: The Rings of Power,” “Jack Ryan,” “The Marvelous Mrs. Maisel,” “The Boys,” and more. Subscribers can also add third-party services like Max, Showtime, STARZ, and dozens more with Amazon Prime Video Channels. Prime Video also offers exclusive live access to NFL Thursday Night Football.