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Prime Video Eyes YA Hit Down Under
13 Mar
Summary
- Prime Video seeks Australian YA hits like 'Summer I Turned Pretty'.
- Australia lacks a strong YA melodrama heritage compared to other regions.
- New streaming regulations require local content investment from streamers.
Prime Video Australia and New Zealand are strategizing to capture the young adult (YA) market, aiming to discover homegrown hits similar to 'The Summer I Turned Pretty' or 'Maxton Hall'. Sarah Christie, Head of Australia and New Zealand Originals for Amazon MGM Studios, expressed a desire to find stories that resonate with younger audiences or those experiencing coming-of-age moments.
Despite a lack of deep heritage in YA melodrama compared to other international markets, Prime Video sees opportunity. The streamer's leadership, including Hwei Loke (Head of Prime Video Australia and New Zealand), is committed to finding authentic Australian stories. This initiative aligns with recent government regulations introduced in November 2025, which require streaming services to allocate a portion of their local revenue to original Australian content.
Prime Video has already celebrated significant success, with 'The Narrow Road to the Deep North' earning multiple AACTA Awards and 'Top End Bub' showcasing a different tone from their slate. Shows like 'Deadloch' are also expected to continue the streamer's strong performance. The leadership team emphasizes a commitment to telling great Australian stories, regardless of evolving global strategies and partnerships.
