In the great game of risk that is streaming, it’s not just about airtight exclusives and platforms lined up like opposing armies. Sometimes, in pursuit of a higher — and definitely more profitable — goal, we also see strategic alliances take shape. That’s exactly what’s happening with James Bond, who is ready to return to Netflix thanks to a new deal with Amazon MGM Studios.
While Hollywood quietly works on the cinematic reboot of the world’s most famous secret agent — one of the most enduring figures in the history of spy storytelling — Amazon has chosen to relaunch the entire 007 saga on a competing platform, Netflix. A decision that, at first glance, might look like an own goal for Prime Video, but actually follows a marketing logic that’s as simple as it is powerful: expanding the global reach of its iconic franchises.
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A global expansion strategy
The deal is not just about James Bond. According to early reports, the licensing agreement would also include other historic MGM catalog brands such as Rocky and Creed, along with cult series like The Man in the High Castle. But it’s clear that 007 remains the central pillar of the operation, the perfect face to accompany a delicate and crucial transition phase for the future of the franchise. Netflix, for its part, becomes a showcase like no other: a platform able to reach broad audiences, different generations, and global markets.
Every single 007 movie in streaming
At first, the plan seemed limited: only a few recent titles — No Time to Die, Quantum of Solace, Skyfall — and only in the United States. But the latest information, reported by What’s On Netflix, paints a far more ambitious picture: the entire James Bond saga is set to spread “like wildfire” across Netflix catalogs in multiple countries.
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So this is not an internal war between Netflix and Prime Video, but a classic brand awareness strategy: putting Bond back at the center of the collective imagination, getting audiences ready for the big theatrical relaunch, and reminding the world why 007 is still one of the longest-running and most influential brands in film history.
Amazon MGM Studios explains its choice
The vision was clarified by Chris Ottinger, head of worldwide distribution at Amazon MGM Studios, who explained that licensing out the MGM catalog was part of the plan from the moment of the acquisition. His statement below sounds like a clear declaration of intent: Bond must not be confined, but celebrated everywhere:
“When Amazon acquired MGM, Amazon’s plan was to continue licensing MGM’s iconic library to streaming and television partners around the world. Bringing these iconic films and shows to Netflix is part of that continued strategy. James Bond remains one of the most enduring and influential franchises in cinematic history…” – The Economic Times
The future of 007: the reboot, the new face, and an auteur director
In the meantime, the cinematic future of James Bond remains shrouded in mystery. After the definitive farewell of Daniel Craig (who right now is soaring into the Top 10 with Wake Up Dead Man – Knives Out), the character is no longer under the creative control of the Broccoli family, which sold the rights to Amazon. We know very little about the next film, apart from one detail that’s enough to give you goosebumps: the directing job has gone to Denis Villeneuve, well known to Netflix viewers (Dune, Arrival). Villeneuve is currently busy with the post-production of Dune – Part Three. Only after that phase will concrete information about the new Bond start to emerge, including — inevitably — the name of the actor chosen to inherit an incredibly heavy legacy.
This article is part of Streamingmania’s ongoing coverage of spy TV series and movies, from classic espionage icons to modern intelligence thrillers.
