Prime Video has reinforced India as a key growth market, anchoring its strategy around content, pricing innovation, and a hybrid monetisation model spanning subscriptions, rentals, and advertising.
The platform has positioned Indian Originals as a core driver of Prime membership growth, citing scale, diversity, and engagement across audiences. Kelly Day, Vice President of Prime Video and Amazon MGM Studios International, has underscored this, stating, “India is by far one of the most important markets for us anywhere around the world, it continues to be a core acquisition driver for the Prime programme.” She added that the breadth of content across languages and genres continues to fuel both engagement and long-term expansion.
To widen its user base, Prime Video has expanded its accessibility strategy through multiple pricing tiers, including mobile-only plans, Prime Lite, and bundled offerings. This tiered approach has been designed to cater to varying consumer needs and price sensitivities, while also serving as a model that has been extended to other markets.
Alongside subscriptions, the platform has built a hybrid monetisation ecosystem integrating subscription video-on-demand (SVOD), transactional video-on-demand (TVOD), and ad-supported video-on-demand (AVOD). Explaining this approach, Day has noted that the goal is to offer “the broadest possible selection” across formats, allowing consumers to choose between subscription viewing, rentals, or ad-supported access through Amazon MX Player.
India has also emerged as a key market for content export, with a growing share of viewership for Indian Originals coming from international audiences. Nicole Clemens, Vice President of International Originals, Amazon MGM Studios, has highlighted this trend, stating, “25% of our shows and our audience are actually coming from outside India, the content is able to travel beyond the country of origin and resonate across Prime Video locales.” She emphasised that culturally specific stories rooted in universal themes have been central to building global resonance.
This global traction has informed Prime Video’s focus on building scalable intellectual properties (IPs), with a majority of its Original series extending into multiple seasons. The platform has continued to invest in franchise-led storytelling to drive sustained engagement and retention.
Gaurav Gandhi, Vice President, APAC and ANZ, Prime Video, has noted that the company’s journey in India has been “as much about building the category as much as building Prime Video,” pointing to its role in shaping the broader streaming ecosystem.
Looking ahead, Prime Video has outlined key priorities including expanding access, scaling the global reach of Indian content, strengthening its IP pipeline, and growing its movies business. The platform has been increasing its focus on theatrical productions, co-productions, and global day-and-date releases, while also scaling its rental marketplace.
Gandhi further highlighted the opportunity to take Indian content worldwide, noting that a significant share of viewing already comes from outside the country, with plans to build on this momentum.
Summing up the content approach, Clemens has stated, “If we get the authenticity right, these stories travel, they really resonate across borders.”
Overall, Prime Video has aligned its India strategy at the intersection of content, accessibility, and monetisation, positioning the market as both a growth driver and a key contributor to its global streaming playbook.
