Vista Group’s cinema and streaming guide Flicks has announced a premium content partnership with Prime Video in New Zealand.
Beginning from the start of this month, the year-long partnership will see Prime Video’s brand and titles gain premium visibility across Flicks’ website and app.
Flicks will introduce a bespoke hub exclusively for Prime Video content, as well as regular editorial coverage and monthly high-impact ad campaigns for Prime Video.
Dan Michelle, commercial director at Flicks, said that Prime Video’s library aligns with its mission to provide the best entertainment recommendations and content for its audience.
“This strategic collaboration is set to elevate the streaming experience for our users, and further position Prime Video as a must-have service for Kiwi streamers,” he said.
Flicks was launched in 2005 and is available in New Zealand, Australia and the UK. The service reaches over 22.5 million unique users globally each year and provides users with cinema listings, streaming guides, reviews, and topical editorial content.
While the partnership is aimed at Kiwi content consumers, Prime Video states its global reach ensures relevancy across Flicks’ additional territories.
The Flicks and Prime Video partnership comes as media buyers are calling on streaming services to provide greater insights into their audiences to help increase spend.
Josh Greive, trading director at UM Australia, told Mediaweek, “With client budgets tightening in 2024, investment decisions are receiving greater levels of scrutiny, and so it’s vital that agencies can interrogate data beyond rate to help inform their planning decisions.
“If the focus is to go all in on selling ads, they need to adapt by providing agencies and clients with a greater understanding of their audience data as this will help drive take-up of their services such as incremental reach.”
With market competition set to increase further with the mid-year launch of Prime Video’s ad tier and the anticipated launch of a Disney+ ad product later this year, Greive believes there is a need for greater improvements.
“Initially, there were challenges in allocating significant portions of screen budgets to SVOD services that have launched ad-funded tiers due to their limited scale,” he said. “Over time, this has improved dramatically.”
See also: Streaming services need to share audience data and insights to grow ad investment