Molly-Mae Series “Changed People’s Expectations,” Says Amazon UK TV Boss

deadline.com:

The Molly-Mae documentary series “changed people’s expectations of her” and gave the influencer more space for her true self to come across, according to Amazon UK TV boss Hannah Blyth.

Blyth said popular docs like Molly-Mae: Behind it All about the influencer-content creator are helping the streamer reach younger, female audiences in the UK.

Behind it All, which launched last month, is a tell-all account of Hague’s time launching her fashion brand after she had her first baby and broke up with fiancée Tommy Fury – a break-up that generated plenty press interest over the two ex-Love Island stars. “Molly is very endearing and people feel they know her well but it was important having the space for a long-form title where you see more into her life from a different angle,” Blyth said at MIP London. “The feedback we got was it changed people’s expectations of her and what they thought they knew.” Amazon globally is leaning into the creator economy, Blyth said, pointing to the likes of Beast Games from top-watched YouTuber Mr Beast. “There’s no one size fits all and both are very different shows and are a very good example of how we are thinking about this,” she added.

With Molly-Mae: Behind it All, Amazon is trying to attract younger, more female audiences, Blyth went on to say. Female thrillers In the UK, Prime Video is known for male-skewing offerings such as Clarkson’s Farm but Blyth said “we are finding ways to make sure we are serving a female, younger demographic” while also looking at “broadening out our other titles.” She cited two upcoming thrillers, Kill Jackie starring Catherine Zeta-Jones and The Assassin starring Keeley Hawes as shows that have a slight shift in tone and are “funny and warm.” The former,