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Analysis · Consumer Internet & Media

Prime Video deepens India focus as market matures

By ·

Date
Company
Amazon Prime Video
What it does
Streaming video service
Kind
Analysis
Based in
Mumbai
Sector
Consumer Internet & Media

What they do

Amazon Prime Video streams movies, TV shows, and original content

What happened

It nears 10 years in India

Why it matters

At Prime Video Presents 2026, executives outlined plans to grow in India with over 100 shows in development; india is now central to Prime Video's global…

The details

  • Amazon Prime Video is nearing its 10-year anniversary in India.
  • At Prime Video Presents 2026 in Mumbai, executives shared the platform's vision for India.
  • Gaurav Gandhi, VP for APAC & ANZ markets, spoke about a dual mandate: building the category and the platform.
  • Nicole Clemens, VP of international originals at Amazon MGM Studios, said Indian content is core to global success.
  • Prime Video has over 100 shows in development and production for India.
  • More than 60% of Prime Video India original series extend into multiple seasons.
  • The platform now backs theatrical releases that later come to streaming.
  • Amazon MGM Studios unveiled an Indian theatrical slate.

The bigger picture

  • The Indian OTT industry has matured over the past decade.
  • Competition for viewer attention now includes Reels, Shorts, and gaming.
  • India is no longer an experimental market but a blueprint for streaming's future.
  • The next streaming growth wave in India is expected from smaller towns, regional audiences, and first-time internet users.

About the business

  • Prime Video bets on culturally specific Indian stories with universal themes, like The Family Man, Mirzapur, Paatal Lok, and Farzi.
  • 25% of viewership for Indian content comes from outside India.
  • India is positioned as a global content export hub alongside Korea, Spain, and Japan.
  • Prime Video evolved from licensing films to co-productions to backing theatrical releases.
  • The platform focuses on IP and franchise-building, with 60% of shows getting subsequent seasons.

What happens next

  • Gaurav Gandhi sees significant untapped headroom for streaming and Prime Video growth in India.
  • The platform wants to make Prime and Prime Video more accessible nationwide.
  • Amazon MGM Studios unveiled an Indian theatrical slate.

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