In the ever-evolving landscape of entertainment consumption, streaming services have undoubtedly changed the way we watch movies and TV shows. However, despite the rise of platforms like Prime Video, the executives at Prime Video remain strong advocates for the enduring power of the theatrical experience.
During a recent appearance at the AVIA’s Future of Video India conference, Kelly Day, the head of international and VP at Prime Video, emphasized the importance of the theatrical window. She believes that the opportunity to bring audiences together in a shared cinematic experience is still something truly magical. This sentiment was echoed by Gaurav Gandhi, VP for Asia Pacific and MENA at Prime Video, during the World Audio Visual & Entertainment Summit (WAVES) in Mumbai.
While some streaming services like Netflix are moving away from traditional theatrical distribution, Prime Video is taking a different approach. Day revealed plans to produce around 14-15 titles a year for global theatrical distribution, emphasizing a dual-track strategy that bridges the gap between traditional cinema and streaming.
This strategy aligns with Prime Video’s goal of becoming a comprehensive entertainment destination. Day stressed the importance of being the first choice for viewers when they want to watch something, acknowledging that they can’t cater to every viewer’s preference on their own.
In India, Prime Video has made significant strides in expanding its entertainment hub proposition. With partnerships with over 25 providers in India alone and hundreds globally, the service is catering to a wide range of audiences. Gandhi highlighted the innovation in India’s rental market, noting the high rental rates and widespread reach across the country.
Prime Video’s global footprint spans over 200 countries and territories, with a customer base of over 200 million Prime members worldwide. In India, the streaming service continues to be a key growth engine, attracting new customers and engaging existing Prime members with a diverse range of content.
India also plays a crucial role as a content hub for Prime Video, boasting one of the largest slates of original content outside of the U.S. This content has garnered international appeal, with a significant portion of viewership coming from outside the country.
In terms of product development, India serves as an innovation hub for Prime Video, pioneering features like the mobile edition plan and multiple Prime membership tiers. These innovations allow the service to cater to different customer needs and preferences, ultimately shaping the way they approach other markets.
Gandhi emphasized the importance of programming across India’s linguistic diversity, offering content in 10 languages to cater to a diverse audience. This approach allows viewers to explore different languages and cultures, setting a unique playbook for Prime Video’s global programming strategy.
Overall, Prime Video’s commitment to the theatrical experience, coupled with its innovative strategies in content creation and distribution, solidifies its position as a leading player in the ever-expanding world of entertainment.
