Prime Video has been outlining its ambition to become a super-aggregator in the streaming world – a one-stop entertainment destination filled with third-party studio services alongside Amazon content, with single billing and a highly personalised UX.
Kelly Day, Vice President, International at Prime Video, outlined the vision in a fireside conversation at APOS Bali (Indonesia) 2023, created and curated by Media Partners Asia (MPA). She declared: “Our mission is to be a place where customers can find all their video entertainment under one roof, whether that is content produced by us or by other studios, content from our partners such as Paramount+, HBO Max, Starz and BritBox, accessible through Prime Video Channels, or titles to rent or buy via our TVOD Store.
“It could be FAST channels, linear channels, AVOD channels that we have in many locales. We're really trying to deliver the maximum selection possible.”
Prime Video has launched 280 local Original titles across 25 countries since early 2022 and already has 500 channels partners globally.
Day said Prime Video is focused on delivering a very personalised and engaging experience, “so that whenever customers come to the service, they are always going to find something that works for them, that they want to watch.” She referred multiple times to the concept of being a “singular entertainment destination” and the convenience of having one place to go.
“We want to deliver a very personalised experience with an easy to use, single billing application that just makes it easy for customers to navigate everything that's out there and find something worth watching.”
Day believes Prime Video already differentiates itself in global markets thanks to “a great content selection, the convenience of accessing the expansive content offerings, and customer value”.
Localisation is high on the agenda for Prime Video. “We do not want our customers to see Prime Video as one homogenised, global service. For each of our geos, we want customers to consider it as a local experience, but with all the benefits of getting a credible technology platform, with great global Originals and other acquired content.
“Japan and India are two great examples where we have deeply invested in building an extensive array of local, authentic content that resonates with the customers.”
Originals are a key pillar for growth, Day noted, and locally produced content is viewed as a way to increase subscriptions in local markets – with the focus at APOS Bali being Asia-Pacific. Originals made in Japan, India and Korea are resonating outside those regions and the internationalisation of content goes further – Kelly highlighted the growing global popularity of content on the service that comes from Spain and Argentina.
“Customers from these locales are truly embracing the authentic, engaging, quality storytelling coming from all over the world,” she declared.
Identifying Japan and India as the key growth drivers in the region, Kelly said, “We are relatively new in Southeast Asia and are in different phases of maturity in different countries. Japan is one of our most mature locales, India has been a huge growth driver over the last couple of years. In other markets we are just getting started, but we are incredibly excited by the opportunity here.”
Photo: Kelly Day, Vice President, International, Prime Video (right)