Amazon May Produce its Own e-Content Soon

by Trefis Team
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Following the footsteps of Netflix (NASDAQ:NFLX) and Google’s (NASDAQ:GOOG) YouTube, Amazon (NASDAQ:AMZN) seems to focusing on producing original e-content for its various digital platforms such as the Kindle Fire. The company recently posted a job opening for the requirement of a creative executive, [1] which suggests that it may finally be shifting away from licensing agreements.

See our full analysis for Amazon’s stock here


Objective: Exclusivity to Increase Subscribers

While licensed content from the likes of MTV and VH1 are also available on other distribution channels, producing original content would make Amazon’s content exclusive to its own distribution platforms. The key motive here is to incentivize more users to subscribe to Amazon’s Prime Instant service, thereby increasing e-content consumption on its Kindle Fire devices.

It’s interesting that this job opening comes around the same time when a larger 9-inch Kindle Fire is speculated to be launched in the coming year. [2] However, the increase in adoption of Prime Instant would directly depend on the quality of content that Amazon has to offer.

We have a revised price estimate of $205 for Amazon’s stock, which is roughly 7% above the current market price.

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Notes:
  1. Career at Amazon, Creative Executive, Comedy, 10th Feb 2012 []
  2. Amazon Rolling Out 7- and 9-Inch Kindle Fire in 2012, PCMag, 10th Feb 2012 []
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