Amazon are playing catch-up to Netflix, says Fionnuala Jones...

Transparent was one of the big winners at this year's Golden Globe Awards. The comedy series

follows a Los Angeles family's lives after discovering their father is transgender.

Taking home the award for Best TV Comedy and Best Actor in a TV Comedy for Jeffrey Tambor, the actor dedicated his win to the late Leelah Alcorn.

While shows like House Of Cards and Orange Is The New Black are used to sweeping the boards for Netflix, this is the first show produced by Amazon Studios for Amazon Prime Instant Video to win a major award.

Amazon are keen to maintain this momentum, as seen in their signing of Woody Allen. The director has come on board to to write and direct his first television series, receiving a full season order.

“I don’t know how I got into this. I have no ideas and I’m not sure where to begin,” Allen said on the partnership.

“Woody Allen is a visionary creator who has made some of the greatest films of all-time”, said Roy Price, vice president of Amazon Studios, in the company’s press release. “We couldn’t be more excited to premiere his first TV series exclusively on Prime Instant Video next year.”

The service's decision is an obvious attempt to up their viewership. A recent study from Consumer Intelligence Research Partners found that Amazon's streaming service gets less audience from subscribers than Netflix. Most Amazon Prime customers get Prime subscriptions to take advantage of free two-day shipping, not necessarily for the TV streaming service attached to it.

The study also found that only 40% of Amazon Prime customers had seen at least one episode of Transparent, while close to 80% of Netflix customers had seen at least one episode of Orange Is The New Black.

While Amazon's service serves the US, the UK, Japan, Germany and Austria. Netflix's availability remains leagues ahead, serving various European countries, including Ireland.

Amazon has been quietly producing original content for its streaming service since 2013. Alpha House, an American political satire starring John Goodman, had its second season premiere last October.

Season three of Ripper Street was given a new home on the streaming site. However, Betas – following two dating app inventors looking for an investor – was not as lucky, and was cancelled after one season.