Prime Video is doubling down on its ambition to turn out to be a unified entertainment destination across Asia-Pacific, with executives highlighting the corporate’s expanding ecosystem strategy in the course of the APOS conference session “The APAC Playbook: How Prime Video Is Shaping Streaming’s Future.”
Gaurav Gandhi, VP of APAC and ANZ at Prime Video, described the region as a robust testing ground for a business model that balances local market needs with a consistent global platform strategy.
“Every market has a distinct playbook,” Gandhi said. “But our goal is to deliver multiple advantages through a consistent business model.”
Slightly than positioning itself solely as a streaming service, Prime Video is increasingly focused on becoming an entertainment hub that brings together content, distribution and consumer convenience under a single platform. Gandhi noted that Prime Video now works with greater than 600 partners globally as a part of its effort to create a unified viewing experience.
“Our ambition is to supply the widest selection with high value and convenience,” he said.
Japan and India, two of Prime Video’s largest markets in Asia, illustrate how that strategy adapts to local audience behavior.
Keisuke Oishi, country manager for Prime Video Japan, reflected on the platform’s tenth anniversary within the country, noting that when the service launched in 2015, Japanese consumers were still unfamiliar with subscription streaming despite the model already gaining traction elsewhere.
Over the past decade, Prime Video has expanded its offering from drama and film into sports and anime. Oishi highlighted the success of the platform’s live boxing events, which began in 2022 and have since grown to fifteen events, in addition to the performance of recent manga-based adaptations which have resonated with Japanese audiences.
In India, Shilangi Mukherji, director and head of SVOD Business at Prime Video India, said audience loyalty has been driven by a mixture of local originals, licensed programming and long-term investment in mental property.
Mukherji noted that roughly 60% of Prime Video India’s originals have returned for extra seasons, while the pandemic-era surge in streaming accelerated the expansion of co-productions and franchise-driven content. She also pointed to the recent launch of Amazon MGM Studios’ local operations and the growing popularity of the platform’s movie rental business as signs that Indian audiences are increasingly embracing premium, cinematic storytelling at home.
Together, the executives painted an image of a streaming business increasingly focused not only on content acquisition, but on constructing a long-term entertainment ecosystem able to serving diverse audiences across APAC.