Prime Video Bets Big on India: Biggest Slate Yet Launched

Amazon Prime Video has launched its most substantial programming slate in India, marking nearly a decade of operation in the country. Executives, including Gaurav Gandhi, Kelly Day, and Nicole Clemens, highlighted India's pivotal role for the platform.

They emphasized that India's extensive socio-economic and linguistic diversity is viewed as a significant opportunity for innovation. Prime Video aims to cater to varied cultural preferences and accessibility needs, acknowledging the vast growth potential in the Indian market.

Prime Video India is actively expanding its reach by producing content in multiple languages and encouraging viewers to explore diverse linguistic offerings. Approximately 62% of Indian viewers engage with content in four or more languages, demonstrating a growing appetite for varied content.

Globally, India's influence on Prime Video's international content is undeniable, with seven of the ten most-watched non-English shows originating from the country. This success is attributed to the phenomenal quality and globally resonant storytelling emanating from India.

Executives noted that Indian productions demonstrate remarkable readiness, with extensive pre-production, which allows for better decision-making. Furthermore, 60% of the Indian slate sees renewals, indicating strong audience engagement and quality.

Despite global trends of tightening budgets, Prime Video remains committed to its Indian investments. The company focuses on strategic allocation of resources, prioritizing creative needs while managing budgets effectively to ensure continued investment in compelling stories and films.