THE MISSION

Build the most engaging entertainment brand on social by not acting like one.

THE MOVE

We launched over 80 titles to social with highly-engaging and ownable talent-led formats and creator partnerships, and introduced @PrimeMovies as a dedicated space to reach entertainment fans where they're at with its own unique tone and creative strategy, making Prime Video feel less like a brand and more like a destination.

THE WIN

rime Video's social channels had their biggest year ever: Instagram hit 122M engagements (22% over goal), TikTok added 19% more followers YoY, and YouTube saw record new follower growth. @PrimeMovies pulled 1.3M new followers and 32M engagements, while creator-led originals drove 12.9M views and 919K engagements.