Prime Video Nordics: More Female-Led Shows Coming

Prime Video is actively expanding its slate of Nordic original content, signaling a strategic diversification of its audience focus. The service, under Emilia Widstrand, Head of Nordic Originals, is aiming to build on its established success in psychological thrillers and crime genres, exemplified by the January launch of the Danish series 'Snake Killer.'

Looking ahead, Prime Video seeks to attract a more feminine and younger viewership. This pivot is informed by the success of global female-led hits like 'The Idea of You' and 'Pretty Little Liars,' alongside unscripted shows. New productions, including the Danish series 'Murder in the Dark' and the Swedish psychological thriller 'Sarek,' are designed to appeal to this broader demographic by leveraging strong local intellectual property.

Further growth includes the Norwegian drama series 'Rinnan,' focusing on historical figures, and a commitment to approximately 20-25 local originals annually across scripted and unscripted genres. Prime Video is also exploring collaborations with local broadcasters, such as the partnership with TV2 for 'Rinnan,' to enhance budgets and leverage regional expertise, while maintaining a strong focus on local talent and IP development.