Prime Video Pushes Beyond Streaming to Build APAC Entertainment Hub
Prime Video’s Vision for a Unified Entertainment Destination in Asia-Pacific
During the recent APOS conference session titled “The APAC Playbook: How Prime Video Is Shaping Streaming’s Future,” executives from Prime Video highlighted the company’s expanding ecosystem strategy in the Asia-Pacific region. Gaurav Gandhi, the VP of APAC and ANZ at Prime Video, emphasized the company’s goal of becoming a unified entertainment destination that caters to local market needs while maintaining a consistent global platform strategy.
Gandhi stated, “Every market has a different playbook, but our goal is to deliver multiple benefits through a consistent business model.” Rather than just offering a streaming service, Prime Video aims to become an entertainment hub that integrates content, distribution, and consumer convenience on a single platform. With over 600 global partners, Prime Video is working towards creating a seamless viewing experience for its users.
“Our ambition is to offer the widest selection with high value and convenience,” Gandhi added. The approach varies across different markets, with Japan and India serving as prime examples of how Prime Video adapts to local audience behavior. Keisuke Oishi, the country manager for Prime Video Japan, reflected on the platform’s 10th anniversary in the country, highlighting the evolution from drama and film to sports and anime offerings.
In India, Shilangi Mukherji, the director and head of SVOD Business at Prime Video India, discussed how audience loyalty has been nurtured through a mix of local originals, licensed content, and strategic investments in intellectual property. Approximately 60% of Prime Video India’s originals have seen multiple seasons, showcasing the platform’s ability to engage viewers over the long term.
The pandemic-induced surge in streaming has accelerated the growth of co-productions and franchise-driven content in India. Additionally, the recent launch of Amazon MGM Studios’ local operations and the popularity of the platform’s movie rental business indicate a growing appetite for premium cinematic storytelling among Indian audiences.
Overall, Prime Video’s executives highlighted the company’s transition towards building a long-term entertainment ecosystem that caters to diverse audiences across the Asia-Pacific region. The focus is not just on acquiring content but on creating a comprehensive platform that offers a wide range of entertainment options for viewers.
