You’ve probably heard about Prime Video’s Citadel, but judging by the numbers, there’s a good chance you haven’t watched it. Reportedly costing over $250 million, promoted by a huge marketing blitz, and designed to launch a sprawling universe of interconnected, international shows, the spy thriller took five weeks to barely crack the Nielsen streaming top 10. As at other streamers, there was hand-wringing over a lack of brand identity; despite investments in pricey, under-delivering shows, Prime Video still believed it couldn’t find the breakout hit around which it could build its sense of the “kind” of shows they make.
But the streamer has, in fact, already had two shows that are critical and commercial hits and produced noticeable pop culture impact: Fleabag and The Marvelous Mrs. Maisel. The problem is these shows aren’t based on algorithm-friendly “four corners” concepts; instead, they center on women’s stories, memorable characters, and smart writing. And apparently, that’s not good enough for brand identity — a problem that goes well beyond one company.