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007: Road to a Million is part of Amazon’s larger TV-streaming brand strategy

Tim Mulligan
Cover image for 007: Road to a Million is part of Amazon’s larger TV-streaming brand strategy

Case Study

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In November 2023, Amazon released Road to a Million onto Amazon Prime Video (Prime) – its subscription video on demand (SVOD) service. As the biggest investment into an unscripted reality show since The Grand Tour , it represents Amazon’s first serious attempt to exploit the James Bond IP since its acquisition of MGM in March 2022.

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