Amazon's Prime Video is betting big on the Asia-Pacific region, aiming to become the go-to 'entertainment hub' for viewers. This strategy, unveiled at the APOS media conference in Bali, marks a shift from standalone streaming apps to a more integrated, bundled approach. The company's vice president for Asia-Pacific, Gaurav Gandhi, emphasizes the region's diversity, arguing that a one-size-fits-all strategy won't work. Instead, Prime Video is tailoring its approach to each market, with a focus on scale and accessibility.
One key insight is the importance of local content. In India, Prime Video has embraced a multilingual, originals-first strategy, with over 60% of customers streaming in four or more languages. This approach has led to the creation of the largest slate of Prime Video originals outside the US, with a strong focus on Hindi, Tamil, and Telugu. Shilangi Mukherji, who heads Prime Video India's subscription business, highlights the platform's 10-year journey in the country, noting the growing demand for premium cinema at home.
In Japan, Prime Video has had to build a subscription-streaming habit from scratch, establishing itself as a go-to platform for anime, scripted entertainment, unscripted programming, and live sports. The company's country manager, Keisuke Oishi, recalls the early days of subscription video in a market still anchored to free-to-air television. Today, Prime Video Japan has broadened its content pillars, including a thriving live boxing business and manga adaptations that have connected with local audiences.
Gandhi sees the Asia-Pacific region as a central driver of growth and innovation for Prime Video. He points to India's tiered and mobile-first plans, as well as its multilingual programming, as examples of ideas that could be rolled out globally. However, he also acknowledges the challenges of the region's crowded markets and low-margin realities. The company's strategy of aggregation and bundling is particularly necessary in these markets, allowing content partners to gain distribution and a massive audience without having to build their own tech and payments stack.
In conclusion, Amazon's Prime Video is betting on the Asia-Pacific region as a key driver of growth and innovation. By tailoring its approach to each market, embracing local content, and focusing on scale and accessibility, the company is positioning itself as a central aggregator in the region's streaming landscape. However, the challenges of the region's crowded markets and low-margin realities cannot be overlooked. As the streaming business continues to mature across Asia, Prime Video's strategy of aggregation and bundling will be crucial to its success.
