Amazon Prime is lagging behind something terrible in the streaming service race. With competitors like Netflix and Disney+ surpassing it long ago, Prime has yet to succeed on the same level. They have had mild success with their original programming, but nothing to the degree of Netflix's Marvel show Daredevil or Disney's Star Wars TV series The Mandalorian. With their exclusive Lord of the Rings TV series in development, it could very well be the last chance for Prime to break through the glass ceiling that is keeping them from the highs their competition is experiencing.
Amazon Prime launched back in 2006 as primarily a membership program offering free two-day delivery. It began offering music and video streaming a few years later, but since then has largely taken a backseat to other streaming services. It is not due to lack of content, as Prime has a library of thousands of movies and TV shows, and their original programming is plentiful. Rather, what original content they do have has not reached the same popularity level of those by their competitors. Shows like The Boys and The Marvelous Mrs. Maisel have seen relative success, however the vast majority of their programming has only reached a low level of popularity with mainstream audiences.
With so many streaming services putting out shows and movies that sometimes rival those in theaters, as far as fan and critical popularity goes, it is no wonder why Amazon has struggled to keep up. The combination of excessive content from their competitors along with the sheer number of opponents they have in the streaming field has clearly not helped their chances by any means. They need something big, bold, and recognizable in order to become a major player once again.
Here is where Lord of the Rings could change the game, and hopefully aid Prime in rising out from their slump. With the franchise still being very much a big part of pop culture, the program has the potential to offer a fantasy epic unlike anything exclusive to a streaming service before. If it is to follow in the footsteps of its big screen predecessors, the sets, battles and the story as a whole can be huge. It would surely be able to bring in viewers from all corners of the world unlike anything Prime as produced up to this point. Not to mention, such success could prove to be all that Prime needs to be back in contention with the likes of HBO or Hulu.
This series could make or break Amazon Prime. If the series flops, it may very well be the catalyst for their failure as it pertains to reaching the same level as their competition. If it does well, as it very well could given the name value of Lord of the Rings, the streaming service could finally make up for lost time and catch up to their competition. Given the right amount of effort, funding and advertising, this show could be all Amazon needs to be back in the race. However, the fact remains that at the end of the day this series is the last gasp for Prime if they want to be a major player in the streaming world.
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