Amazon Prime Video is shifting its India strategy towards creating original intellectual property (IP) with global appeal as it approaches its 10-year anniversary in the country. The move signals a strategic pivot from merely capturing attention to sustaining it through franchise-building and film production.
Gaurav Gandhi, VP for APAC & ANZ at Prime Video, highlighted the dual mandate of growing both the platform and the streaming category in India. A significant 25% of viewership for Indian content originates outside the country, underscoring the global resonance of Indian storytelling.
Nicole Clemens, VP of international originals at Amazon MGM Studios, emphasized India’s central role in the platform’s global ambitions. Amazon is investing in local narratives with universal themes, evidenced by the success of shows like The Family Man and Mirzapur. With over 100 shows in development and production, and more than 60% of original series extending into multiple seasons, Prime Video is focused on building long-term content engines.
Prime Video is expanding beyond streaming to build a broader entertainment ecosystem, backing theatrical releases that eventually stream on its platform. Amazon’s MGM Studios has unveiled an Indian theatrical slate. This turn to IPs reflects a growing demand for films across languages and a blurring of lines between theatrical and digital consumption.
This IP-first approach aims to create deeper engagement and sustained loyalty in a fragmented attention economy. By creating original IPs and content, Prime Video aims to combat the effects of short-form video and AI content on social media.
About the Author
