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‘Prime Video invests heavily in original content in India’

Livemint · 1y

India is a crucial market for Amazon's video streaming service, Prime Video, and one of the two markets where it heavily invests in local content. The VP of International Business at Amazon, Kelly Day, highlights India's significance in terms of subscriber growth, content creation, and technological innovation. The localization efforts, such as introducing a mobile-only subscription and catering to linguistically diverse audiences, have been successful. India is a key focus for Amazon, and it aims to provide a homegrown service with local talents and storytelling. Prime Video India has also introduced content innovations for global markets, but there are no immediate plans for an advertising video on demand (AVoD) service. The success and impact of content offerings are measured by the positive reception they receive worldwide. Amazon Prime Video is committed to profitability and utilizes various revenue streams, including subscriptions, marketplace revenue, TVoD, and advertising. The company emphasizes flexibility in content licensing agreements and cooperation with content creators and studios. Amazon Prime Video ensures compliance with regulations and diligently works to combat piracy. Data-driven decision-making and personalization are top priorities to provide a relevant and convenient content discovery experience for users. The Prime Video Channels business in India is still in its early stages but shows promising growth with an expanding collection of content and partnerships.