Prime Video’s top international executives used the stage at Prime Video Presents 2026 in Mumbai to highlight India’s central role in the streamer’s global growth strategy.
At the event, Kelly Day, vice president of Prime Video and Amazon MGM Studios International, Nicole Clemens, vice president of international originals, Amazon MGM Studios, Gaurav Gandhi, vice president of Prime Video APAC and ANZ, participated in a hearth talk hosted by filmmaker and producer Karan Johar, and Prime Video India announced a slew of originals along with a new theatrical lineup.
Day, who was on his fourth visit to India in recent years and his third appearance on Prime Video Presents, called India “one of our most important markets anywhere in the world,” citing the size of our membership base, the depth of our engagement with viewers, and the role of original Indian productions as core to driving acquisition of Prime programming around the world. “It’s getting bigger and better every year,” she said.
Clemens, who was attending for the first time since joining the company last year to lead global original productions, pointed to the international acceptance of Indian content as central to the platform’s strategy. He pointed out that 25% of viewership for Prime Video titles in India comes from outside India, and more than 60% of the service’s Indian original series span multiple seasons. “The strength of our franchise is the ease of travel,” she said. “Indian content is at the core of our international success.”
To mark Prime Video’s 10th anniversary in India, Gandhi outlined four strategic priorities for the next phase of the business. Deepen the deliberate global reach of Indian content. Continue to build franchise IP. Expanding the platform’s movie business, including Amazon MGM Studios India’s theatrical releases announced at the same event. Gandhi pointed out that Indian films are already distributed daily on the service to 240 countries, which cannot be reached through traditional theatrical distribution.
Day highlighted that India was the source of some of the business model innovations that Prime Video has since expanded globally, including its tiered membership structure and transactional video-on-demand rental business, saying the platform was a pioneer in India. Content production has also expanded from an initial focus on Hindi to include Tamil and Telugu, with further language diversification progressing through the expansion of subtitles and dubbing.
Regarding the broader state of international originals, Clemens said English is “no longer the default language of choice for global storytelling,” and cited the German-language series “Maxton Hall,” which she described as Prime Video’s most-watched international series in history, as evidence of the global demand for vernacular content.
She also cited Korean dramas and live-action adaptations of Japanese anime and manga as categories with strong international momentum. For India, he cited young adult content as a growth area to strategically focus on. “YA is an opportunity not just in India but around the world,” she said, adding that the platform is “keen to expand its underutilized audience.”
