The Case of the Disappearing Prime Videos
Amazon Instant, I mean Amazon Video, I mean Prime Video, I mean… whatever it’s called this month, has been gearing up for another retooling.
Their sorting and recommendation algorithm, which at the moment does not seem to exist — video are not ordered in any way that I can discern — is now going to be based on engagement. And we certainly know from Google that that’s never led to extremism. Amazon’s idea of “engagement”, though, seems to be less about reinforcing topics until you’ve created a dangerous echo chamber than it is pushing the mainstream. That’s not what engagement means, but what do I know? Specific examples they give include the film having an IMDb page and a recognizable star. Now, again, what do I know, but IMDb pages are user-created. It has a far lower barrier of entry than even Wikipedia. You’d think Amazon would be aware of that, what with them owning IMDb and all. I’m not terribly certain what qualifies a star but I’m sure Amazon isn’t being ambiguous on purpose.
Prime royalties, meanwhile, which started at 15 cents an hour, then dropped to 6 cents, will now be dropped to 4 cents. (Or raised to 10 cents, if your black-box-no-you-can’t-see-it engagement score is high enough. I’m going to go out on a limb and say roughly 100% of accounts will see their royalties drop, plus or minus 0%.)
None of that ordinarily would concern me. If the roughly $20 I make a month from Prime subscribers drops to $13, what of it? It’s already dropped from $50. That’s just Amazon being Amazon. As I’ve said before, I really only care about getting the films out there, and if I make a bit of money to get more films out there, all the better. Prime, its warts notwithstanding, was one of the best streaming services left for old films. I mean, Netflix has almost none left. And that’s the issue now: with its push for the mainstream, Amazon has begun purging non-mainstream content. Already five of our videos are deactivated, regardless of their ratings, reviews, or retention rates. I expect that number will climb.
Nothing I can do about it, I’m afraid. Amazon pointedly has no appeal process and will not disclose their reasons for doing anything. I was speaking recently to someone who lamented that we didn’t sell much physical media anymore. The simple reason I gave was that nobody wants it — DVD sales have fallen precipitously in the last few years and Blu-Ray was always dead in the water. People, by and large, prefer streaming, but that does put both the customer and the seller completely at the mercy of the streaming service, which might go out of business tomorrow or might decide it no longer wants to cater to you. So Amazon goes the way of Netflix.
Oh, hint for the next episode… ah… Cullin Landis… Alice Calhoun… runaway… stagecoach… you know, it’s Pioneer Trails.