![]() What is a brand to do? Our guest today is here to help businesses that are struggling with that decision.Īyelet Israeli is an associate professor at Harvard Business School. And then there’s the data and feedback from customers you give up by not selling directly. There’s more competition, even from Amazon itself. How can you say no to that that kind of reach? ![]() And it grew so big thanks to its fulfillment speed and quality of the buying experience. Plus, it’s the dominant retailer in 28 other countries. customers start their product search on Amazon. Should you sell your goods on Amazon? At first glance, the answer has to be yes, right? Amazon is the most visited e-commerce platform in the United States. It’s a dilemma facing more and more brands nowadays. Ayelet Israeli is an associate professor at Harvard Business School and a coauthor of the HBR article “ Should Your Company Sell on Amazon?” She talks through step-by-step how businesses can decide whether Amazon is right for them.ĬURT NICKISCH: Welcome to the HBR IdeaCast from Harvard Business Review. There are downsides like costs, competition, and lack of data. and the dominant retailer in 28 other countries. (A representative for Amazon Music declined to share updated figures but said the podcast’s monthly numbers have “grown exponentially month over month” since the February launch.) Though new and existing episodes of Strange, Dark and Mysterious will now be housed exclusively on Amazon Music, Allen will still be able to upload content to his YouTube channels: MrBallen, with 6.7 million subscribers, and MrBallen Shorts, a separate channel dedicated to shorter-form content with 2.1 million subscribers.It’s a dilemma facing more and more brands: should you sell your goods on Amazon? It’s the most visited e-commerce platform in the U.S. The show originated on YouTube in March 2020, when Allen - usually seen wearing a backwards baseball cap and flannel shirt - began recounting “DISTURBING” and “TERRIFYING” (all-caps included) stories on the video platform and quickly built a dedicated fan following.īy February of this year, Allen launched the podcast version of his show - sans video - and found quick success as of June, Strange, Dark and Mysterious was generating nearly 7 million monthly downloads as a podcast while Allen’s YouTube videos brought in more than 40 million monthly views, according to The Verge. The MrBallen Podcast has become a runaway hit since launching as a podcast in February, topping charts on both Apple Podcasts and Spotify in the true-crime category. ![]() Working with Amazon Music allows us to do just that,” Allen said. I will always be dedicated to bringing them the best, and continually raising the bar with the art of storytelling. “The Strange, Dark and Mysterious community is the only reason I have the platform that I do today. Amazon - with its Amazon Studios, Prime Video and Prime shopping arms - would naturally be poised to support those expansions. In a statement shared on Tuesday, Allen said Ballen Studios has ambitions to expand into TV, film, books and games. Amazon will also have the first-look rights to new ventures from Allen’s media company, Ballen Studios, which counts former Night Media manager Nick Witters as its CEO and former Cadence13 executive vp Steve Cohen as its head of sales. ![]() The three-year deal with Allen, brokered by UTA, is also expansive for a homegrown podcast creator in that it doesn’t end with audio. Now, the tech giant is placing its exclusivity bets on Allen and the Ballen brand, hoping that the rising star can burnish its audio streaming platform as it competes with Spotify and Apple for listeners and talent. In turn, Amazon - which certainly has the money to spend - would get a slice of these shows’ lucrative ad businesses and build its reputation as a go-to place for top creators turned off by the prospects of a walled garden, which could potentially result in a decline in listenership and reach. In competing with Spotify, which set the standard for exclusive podcasts through its multimillion-dollar deals with Joe Rogan and Alex Cooper, Amazon appeared to be forging down a different path by offering talent the best of both worlds: the multimillion-dollar riches of an exclusive deal, without the major commitment. Netflix's 'Wednesday,' HBO's 'The Last Of Us' on YouTube's List of Top 10 Ads for 2023 ![]()
0 Comments
Leave a Reply. |