Recently, all the OTT platforms have been targeting South Asia and delivering some of the finest content around. In this competition, Amazon’s entertainment venture, Prime Video, stands as one of the top contenders, and they’re now planning to solidify their presence even further.
Currently, Prime Video is expanding its reach to capture the emerging markets in Southern and Southeastern Asia. While they are pioneers in this endeavor, their future plans are intriguing.
Kelly Day, Amazon Prime Video’s VP International, recently had an in-depth discussion with a trusted media outlet, revealing some exciting news. She mentioned the inclusion of advertisements in their plans, aiming to reduce plan costs.
Regarding future content creation, she noted that the service has been supporting 280 unique shows from various local creators across 25 countries since early 2022. Their focus is particularly on Japan, India, and increasingly Korea in the APAC region. They’re not reducing their investments but rather expanding and diversifying, so they don’t have to produce everything entirely on their own.
It’s not just Amazon; other services like WBD are also keen on exploring India’s potential. JB Perrette, the CEO and President of Warner Bros Discovery, discussed their India strategy. They observed that despite high content investment in India, the revenue per user is relatively low. Therefore, they opted to partner with others and license their content instead of directly launching their Max service in this competitive market.
He stressed that their primary success factors are profitability, market share, and scale. In India, they aim to ensure that their content costs and their unique market position can lead to a profitable business over the next three to five years.
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