Amazon Executives Discuss Rebooting 'The Apprentice', Considering Donald Trump Jr. as Host
Executives at Amazon MGM Studios are internally discussing a reboot of the reality show 'The Apprentice', planning to produce a new season for Prime Video.
It was mentioned in the discussions that Donald Trump Jr., the eldest son of Donald Trump, may serve as the host, following Trump's own hosting of the original 14 seasons; the talks are currently in the early internal discussion stage and have not yet reached out to the Trump family.
In the streaming competition, Amazon is reallocating its content budget towards high-profile reality show IPs, aiming to drive subscription and advertising revenue growth for Prime Video. The production of content related to the Trump family benefits, while traditional Hollywood competitors face pressure from viewership diversion.
Source: Public Information
ABAB AI Insight
Amazon MGM Studios has been continuously integrating IP since acquiring MGM. The original version of 'The Apprentice' was launched on Prime Video in March 2025, and this reboot discussion continues its strategy of expanding the streaming landscape through celebrity-driven content. Internal conversations were initiated even before Trump's second term inauguration.
On the capital front, Amazon ties its Prime Video content investment to its advertising ecosystem, leveraging high-profile political family IPs to drive user subscriptions and viewing time. The motivation is to counter competitors like Netflix and to amplify the topicality of the shows in the current political environment, achieving a content-commerce-advertising monetization loop.
Similar to Amazon's release of the 'Melania' documentary and past reboot operations on classic IPs after acquiring MGM, the current phase is a transition in streaming from original content to political celebrity IPs, incorporating elements of the Trump family into its content reserves.
Essentially, this is a restructuring of the industry chain: platform capital is concentrated on controversial reality show IPs, reshaping program narratives through hosting by Trump Jr., binding entertainment production with political influence, and concentrating resources on data-driven content recommendation systems, thereby altering the traditional television production pricing power distribution.