​Amazon’s new original series Transparent is getting a lot of buzz and critical acclaim ahead of its launch on September 26, and some observers are now saying that this could be a make-or-break moment for the digital studio.

Amazon has adopted a similar release model to Netflix with this series, making all episodes available for streaming following the premiere. That’s a departure from some previous Amazon Originals, which followed a weekly release calendar that mimicked tradition television (see: Alpha Dogs).

Writing in Variety on Friday, Todd Spangler says that “with Transparent getting all the right kind of attention, the question is whether the approach can scale up — and if Amazon has a recipe to consistently produce breakout series that can garner audiences, buzz and awards.”

Spangler notes that Netflix faces similar challenges, and that they have had their own mixed bag of original hits and misses.

Amazon seems confident in their ability to move forward: the studio has greenlit five new pilots for its third original season.

Read More: Variety

Brief Take: Transparent could be the show that finally establishes Amazon as a destination like Netflix for original streaming series.

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