Prime Video Nordics: More Women, Young Viewers

Prime Video's Nordic operations are undergoing a strategic shift, with a focus on expanding their original content slate to appeal to women and younger demographics, building upon existing success in crime and psychological thrillers. Emilia Widstrand, Head of Nordic Originals, highlighted this evolution in an interview.

The service launched its first Danish original, "Snake Killer," in January, starring Pilou Asbæk. This was followed by "Rinnan," a drama series from Norway about a notorious traitor, a co-production with TV2.

Future content will incorporate a more "feminine point of view," drawing inspiration from global hits and successful unscripted shows like "LOL: Last One Laughing." New Danish series "Murder in the Dark," based on Dan Turèll's books, is designed for a broad audience.

Prime Video also ordered a Swedish original, "Sarek," a psychological thriller based on Ulf Kvensler's novel, aiming to attract a younger audience by focusing on well-known intellectual property and a cast of emerging talent. The service aims to produce 20-25 local originals annually.

Widstrand noted challenges including funding and adapting to inflation, emphasizing the need for collaboration with local broadcasters to finance large-scale productions. The strategy involves working with creators who possess a strong, distinct vision.