Amazon’s New Head of Unscripted Content Focuses on Engaging Formats for Younger Audiences at Reality TV Summit

Jenn Levy has quickly made her mark in her new role as Head of Nonfiction Series at Amazon. In just a few months, she has begun to redefine the platform’s approach to unscripted programming.

Levy aims to discover “holy sh*t” formats that resonate with younger audiences, similar to those who engaged with the popular series Beast Games. She emphasizes the need for content that captures viewers’ attention, asserting that traditional “lean back” television fails to meet the demands of today’s streaming consumers.

Beast Games, which recently concluded its second season, has already secured a third season.

Drawing from her experience at Netflix, Levy explained that the essence of a show lies not in its format but in its characters and narrative. “I talk about it as lean in urgency versus lean back TV,” she noted. “In streaming, lean back TV doesn’t really fly. It doesn’t work for us. It does work for other platforms, but a lot of people are watching on their phones.”

Jenn Levy at Deadline Reality Summit (PMC)

Levy also indicated that certain genres, such as game shows, do not align with her vision. Previously, Amazon had a lineup that included programs like Are You Smarter Than A Celebrity? and Pop Culture Jeopardy!, but Levy believes these formats are better suited for other platforms. “We’re not going to do game. Other places do game really well, but I don’t think it works in streaming, at least not yet,” she stated.

Instead, Levy is focusing on categories that include significant dating formats and social strategy shows, alongside docusoaps. “It’s about the journey you’re taking them on,” she explained. “It has to feel holy sh*t and talkable; that’s kind of the barrier, and that’s the way I’m thinking about it.”

The former executive from 32 Flavors revealed that she has begun acquiring substantial formats and character-driven docusoaps, with several projects now in development.

Regarding the rumored reboot of The Apprentice, Levy clarified that it is not currently in active development. This announcement follows speculation that Donald Trump Jr. could host the revived series, as suggested by the Wall Street Journal last week. “That show is not in active development,” she confirmed.