iWorld
Counting eyes, not just screens: Nielsen’s new pitch
MUMBAI: When it comes to audience measurement, India might finally be ready to stop playing hide and seek. At the 9th edition of Vidnet 2025, Hemant Kewalya, India lead for audience measurement at Nielsen, made a spirited case for a tech-driven, unified system that can track today’s endlessly distracted viewers without missing a beat.
Kewalya opened with a reminder of how far the media has travelled. From newspapers to radio, television to mobile, and now a frenzy of OTT, digital and connected TV, the country’s content diet has exploded. Audiences hop from platform to platform faster than a thumb scroll, and Kewalya noted that while media has evolved, measurement has not kept pace. Instead, it has splintered into siloed systems that fail to tell a complete story.
He pointed out that traditional surveys, TV panels and digital analytics each work in isolation. Mobile data, connected TV signals and digital metrics still refuse to sit together at the same table, resulting in what he called an incomplete view of reach. Brands, therefore, rely on fragmented data while trying to optimise campaigns worth millions.
Kewalya outlined Nielsen’s approach to unifying this scattered information. The company now combines basic demographics, reach, frequency and impressions across devices and publishers in a single view. Marketers can also track brand lift, sales impact and creative attention to understand not just how many people were exposed to a campaign but whether it worked.
Future plans include a larger panel base, more app level detail and stronger links between different devices. Kewalya noted that privacy, data access and industry cooperation remain challenges, but said a unified system is essential as consumers rapidly shift between screens.
He closed by saying that while India has plenty of data, the real task is connecting it so that the industry can make clearer decisions.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
