Netflix is often considered the "King of Streaming" because it kicked off the streaming phenomenon as we know it. Part of that's due to Netflix's willingness to spend big bucks on TV shows, including Stranger Things; lately, though, its dominance seems to be weakening. Creators are leaving for more lucrative deals at studios; CEO Ted Sarandos came under fire for baffling comments about the theatrical model; and Netflix's attempts to acquire Warner Bros. have raised concerns about how such a deal would radically reshape the film industry. Now, it turns out that another streamer has outstripped Netflix in the spending game, and that streamer is Prime Video.
Like Netflix, Prime Video has had a meteoric rise to success, thanks to series like The Boys, Invincible, and The Legend of Vox Machina, which have drawn critical acclaim — not to mention an audienceof both genre fans and newcomers looking for their next favorite TV show. Prime Video also has the backing of a massive conglomerate, Amazon, which is willing to spare no expense to ensure its streaming service is at the top of the hill. In the process, it's reshaped the entire streaming landscape and the current state of television.
Prime Video Is Home to Three of the Most Expensive TV Shows in History
The biggest proof that Prime Video has become the biggest spender on streaming lies with three of its original series: Citadel, The Peripheral, and The Lord of the Rings: The Rings of Power. The Peripheral had a massive $175 million budget for its first and only season, while Citadel boasted a whopping $300 million budget. The Rings of Power outdid them both, as its debut season totaled $715 million; that's arguably approaching the GDP of a small nation. All together, these budgets reach nearly $2 billion dollars, which is the kind of money you'd expect a big blockbuster like Avatar: Fire and Ash or Avengers: Endgame to rake in at the box office.
Looking at the creative talent and/or inspiration behind these series, it's not hard to see why Amazon was willing to break open its wallet. Citadel was produced by Joe & Anthony Russo, who gave the Marvel Cinematic Universe some of its biggest hits. The Peripheral is based on a novel by William Gibson, considered to be one of the best science fiction writers who ever lived; it was also produced by Lisa Joy and Jonathan Nolan, who'd turned out compelling sci-fi shows including Westworld and Person of Interest. The Lord of the Rings continues to be one of the greatest fantasy franchises of all time. Prime Video is aiming for blockbuster success with its series, which sets it apart from other streamers.
Amazon Wants Prime Video to Define "Prestige TV"
Image via Prime Video
Image via Prime Video
Image via Prime Video
Image via Prime Video
Image via Prime Video
The major difference between Prime Video and its competitors, aside from large budgets, is the volume of projects being released. Netflix often releases a volley of TV shows and films in a year, with varied results. Disney+ and Paramount+ often greenlight shows that are extensions of existing franchises, such as Star Wars or Star Trek. Prime Video, in contrast, releases far fewer shows but ensures those shows feature the biggest stars, the biggest talent behind the camera, and the biggest rollout. The Boys, The Lord of the Rings: The Rings of Power, and Carnival Row all made their debut at San Diego Comic-Con, which remains one of the biggest pop culture events of the year. Other series, particularly The Terminal List, feature a star-studded cast, including A-list movie actors like Chris Pratt.
Perhaps the biggest swing Prime Video took to make its TV series feel like can't-miss events was the Prime Premiere program. Amazon Prime members could redeem free tickets to view certain films and episodes of Prime Video's original series in select theaters; this not only lets the audience see certain TV shows before their premiere date, but it also creates the sensation of a can't miss event, which would potentially convince other audience members to sign up for a Prime Video membership. Prime Premiere has shifted to providing advance tickets for blockbusters, including Superman and Wicked: For Good, but it stands to reason that Prime Video will want to use the program to promote its next high-profile original series.
Thanks to Prime Video's Spending Spree, The Streaming Wars Took A Sharp Turn
The massive amounts of money that Prime Video is throwing behind its originals have radically reshaped the streaming landscape, and the ripples continue to be felt to this day. Other streamers have poured more and more money into their projects; Andor, considered to be one of the best Star Wars projects, spent over $650 million across two seasons. According to showrunner Tony Gilroy, that meant getting a shocking announcement from higher-ups:
"In Season 2, they said, 'Streaming is dead, we don’t have the money we had before,' so we fought hard about money, but they never cleaned anything up. That [freedom] comes with responsibilities."
Disney+ isn't the only streaming service feeling a pinch. While Netflix was once considered a savior for series that had been canceled, it's axed most of its original series after a season or two. 2025 saw over 25 original series cut short, once again reflecting the shift in streaming triggered by Prime Video. Most streamers are going to lean on established franchises or surefire hits from now on, rather than take any risks. Even Prime faced blowback from its splashy spending, as The Peripheral was canceled after a single season, while Citadel and The Rings of Power were met with less-than-flattering reviews. It turns out that all the money in the world can't make up for good storytelling or well developed characters, which is often the draw for beloved television series.
Prime Video's massive spending and its fallout can best be summed up in an iconic scene from Jurassic Park. Upon hearing how John Hammond (Richard Attenborough) has spent a lavish amount of cash on bringing dinosaurs back to life for the titular theme park, Ian Malcolm (Jeff Goldblum) gives him a dressing down, ending with the iconic phrase: "Your scientists were so preoccupied with whether or not they could, they didn't stop to think if they should." The same dilemma has befallen Prime Video, as they wanted their series to stand out, but have altered how success is perceived in the streaming world
