It’s Not Like That: Prime Video Previews Family Drama Series Starring Scott Foley

Key Takeaways

• Series premieres May 15 on Prime Video
• Stars Scott Foley, Erinn Hayes, J.R. Ramirez
• Created by Ian Deitchman and Kristin Robinson
• Explores love, loss, and second chances
• Expands Amazon's original scripted catalog

Pulse Analysis

Prime Video continues to diversify its portfolio with "It’s Not Like That," a family‑drama that arrives amid a surge of original programming across the streaming sector. While giants like Netflix and Disney+ double down on high‑budget franchises, Amazon is carving a niche with character‑driven stories that appeal to mature audiences seeking emotional depth. By investing in creators with proven track records—Deitchman and Robinson, whose past work resonated on network television—Prime Video signals a strategic shift toward quality over sheer volume, aiming to retain subscribers who value narrative substance.

The series centers on Malcolm (Scott Foley), a widowed pastor navigating single parenthood, and Lori (Erinn Hayes), a newly divorced mother of two teens. Their intertwined families confront the challenges of rebuilding lives after loss, offering a blend of heartfelt drama, humor, and relatable conflict. Supporting talent such as J.R. Ramirez and Caleb Baumann adds generational layers, reinforcing the show’s multigenerational appeal. The creators’ pedigree in family‑centric series like "Parenthood" suggests a tone that balances realism with optimism, positioning the show to attract both existing Prime members and new viewers drawn to authentic, relatable storytelling.

From a business perspective, "It’s Not Like That" strengthens Amazon’s effort to expand its original scripted slate, a key metric in subscriber acquisition and retention. Family dramas historically generate steady viewership and social conversation, which can translate into longer watch times and lower churn. Moreover, the series’ modest production scale aligns with cost‑effective content strategies, allowing Amazon to allocate resources to a broader mix of titles. As the streaming wars intensify, adding distinctive, emotionally resonant programming like this series may prove pivotal in differentiating Prime Video and sustaining growth in a saturated market.