Amazon Prime Video, or simply Prime Video, is an American subscription video on-demand over-the-top streaming and rental service of Amazon.com, Inc., offered as a standalone service or as part of Amazon’s Prime subscription. The service primarily distributes films and television series produced by Amazon Studios or licensed to Amazon, as Prime Originals (or Amazon Originals) or Exclusives, with the service also hosting content from other providers, content add-ons, live sporting events, and video rental and purchasing services.
Objective / insight
The decision of Amazon Prime Video France is to create content solely for TikTok and demonstrates the social video app ability to reach a younger audience. More than half (58%) of Gen Z and one-third (33%) of millennials are now using the app, per a YPulse survey. Even if a digital streaming platform like Amazon Prime already targets young customers seeking alternatives to conventional television, TikTok will help it expand its appeal to this audience. The creators hope to help the series’ message that there is still a link between France’s youth and the country’s cultural heritage by focusing on TikTok.
The 100% digital series evokes stories from everyday life. Most of the scenes in the Amazon Prime Video series were shot in the streets of Paris.
The artist (Abd Al Malik) had asked the candidates of the cast to publish on TikTok a video bringing to life « a quotation in the French cultural heritage ». The phrase could be taken from a novel, song, poem, essay, movie, and contestants were invited to sing, rap, or dance.
The series will be available on TikTok as well as a dedicated page on Amazon Prime Video France’s TikTok account. Director Abd Al Malik and a group of actors held a live Q&A the day before the series premieres and bonus, including making-of and interviews with the cast and crew.
The series is entirely produced, designed and released by and for Tiktok. All the process of production (casting, shooting, editing, broadcasting) is made or created only for the TikTok plateform.
12 episodes composed the series and each episode (60 seconds, the maximum length of a Tiktok video) was shot with an IPhone. The plateform’s creative tools and filters were used to realize the post-production process. The series codes are rooted in the application’s trends (dances, music, street art…)