Prime Video Pushes Beyond Streaming to Build APAC Entertainment Hub, Top Executives Reveal at APOS
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- Prime Video is repositioning itself as an entertainment hub across APAC rather than just a streaming platform, VP Gaurav Gandhi told the APOS conference session 'The APAC Playbook.'
- Prime Video now works with more than 600 partners globally to deliver a consistent business model that adapts to each local market's needs, Gandhi said.
- Prime Video Japan is marking its 10th anniversary (launched 2015), having expanded from drama and film into sports and anime, with live boxing events growing to 15 since launching in 2022, per country manager Keisuke Oishi.
- Prime Video India has seen roughly 60% of its originals return for additional seasons, per director Shilangi Mukherji, reflecting audience loyalty built on local content, licensed programming, and long-term IP investment.
- Amazon MGM Studios recently launched local operations in India, and Prime Video's movie rental business is growing as Indian audiences increasingly embrace premium cinematic storytelling at home.
Why it matters: Prime Video's pivot from a pure streaming service to a multi-vertical entertainment hub spanning content, distribution, and consumer convenience repositions it against regional players and full-stack entertainment companies, not just rival streamers. Its 600+ partner network and demonstrated local traction — 60% original renewal in India and 15 live boxing events in Japan — give the platform structural leverage that pure-play competitors lack as APAC's screen economy scales.
