iWorld
Nearly 25 per cent of Prime Video’s Indian content viewership comes from abroad
MUMBAI: Indian stories are winning hearts worldwide. At Ficci Frames 2025, Prime Video India’s senior leadership showcased how Indian content is not only thriving domestically but also making waves internationally.
Under the session titled “Made in India: I-Dramas — Are Our Stories Ready to Travel Across Borders?” SVOD director & head Shilangi Mukherji and Originals director & head Nikhil Madhok, shared insights with journalist Ajita Shashidhar about what makes Indian narratives resonate globally.
The stats speak for themselves: Indian content has consistently trended in the top 10 on Prime Video worldwide in 2024, with nearly 25 per cent of viewership coming from outside India. According to Madhok, the key is authenticity. “Original, rooted stories travel beyond Indian shores. While production quality matters, it’s authenticity that connects with global audiences,” he explained.
Mukherji highlighted Prime Video’s localisation strategy, ensuring content reaches multi-lingual audiences in India and internationally. “Through subtitles, dubbing, and culturally relevant storytelling, we surprise and delight viewers everywhere,” she said. About 60 per cent of Indian users stream content in four or more languages, reflecting the platform’s pan-Indian appeal.
Prime Video’s originals, from The Family Man and Mirzapur to Paatal Lok and Dupahiya, have become global favourites, with most franchises renewing for multiple seasons. Madhok emphasised the platform’s commitment to nurturing new talent alongside established creators, enabling first-time filmmakers to reach worldwide audiences.
The platform’s growth in India is backed by innovation in access and pricing, including Prime Lite, mobile-first annual plans, and tiered subscriptions. Prime Video also combines theatrical releases with streaming, ensuring filmmakers can choose the best format for their stories. Starting 2026, three to four Indian films from Amazon MGM Studios will premiere in theatres annually.
Mukherji concluded that global resonance requires intentional localisation and collaboration across the industry. Madhok added, “All it takes is one standout story to spark wider recognition. We’re seeing green shoots in all our Originals, and the future is bright for Indian storytelling.”
iWorld
Meta plans 10 per cent workforce cut amid cpush
About 8,000 roles at risk as $145 billion AI spend reshapes costs
MUMBAI: Meta is trimming people to power machines and the trade-off is getting expensive. The tech giant is preparing to lay off around 10 per cent of its workforce, impacting nearly 8,000 employees out of a total headcount of 78,000, as it ramps up spending on artificial intelligence and data centre infrastructure. The move, outlined by chief executive Mark Zuckerberg in a recent internal Q&A, reflects a broader recalibration of costs as the company doubles down on compute-heavy investments.
Zuckerberg pointed to soaring expenses in GPUs, chips and data centres as the primary drivers behind the decision, noting that increased spending in one area inevitably forces cuts in another. In this case, personnel costs are taking the hit. He also signalled a structural shift in how work is done, suggesting that advances in efficiency mean tasks once handled by large teams can now be managed by significantly smaller groups.
The changes come amid signs of internal unease. Employee sentiment has reportedly deteriorated, with data from workplace platform Blind indicating that negative posts about the company have quadrupled since 2024.
Uncertainty is likely to persist. Chief People Officer Janelle Gale has indicated that further layoffs cannot be ruled out, even as the business remains fundamentally strong. The company plans to continue reshaping teams and redeploying talent where possible, though changing priorities and competitive pressures are expected to keep cost controls tight.
Externally, Meta is also navigating macroeconomic headwinds. Zuckerberg flagged the impact of geopolitical tensions, including the US conflict with Iran, noting that rising oil prices could dampen consumer spending and, in turn, affect advertising demand still the company’s core revenue engine.
At the same time, Meta is not pulling back on ambition. The company plans to invest more than $145 billion this year, largely into AI infrastructure, while also expanding its approach to building a broader portfolio of applications rather than relying on a handful of flagship platforms.
The message is clear: as Meta races to build its AI future, it is reshaping its present, one job cut at a time.
