iWorld
Amazon Prime Video unveils trailer of comedy talent hunt ‘Comicstaan’
MUMBAI: International tech giant Amazon’s video streaming platform is putting a great deal of effort to gain a foothold in the Indian market. Since its launch, the company has focused on ramping up its original content, with comedy forming a key component of its growth strategy. With the trailer launch of Comicstaan, Amazon Prime Video has made another addition to the list.
The talent hunt series has been produced by Only Much Louder (OML) that has put out shows such as On Air with AIB and Comedy Hunt. To mentor as well as judge competitors, Tanmay Bhat, Kenny Sebastian, Sapan Verma, Naveen Richard, Kaneez Surkha, Kanan Gill and Biswa Kalyan Rath have been signed up by the platform.
The new Prime original series consisting of nine episodes will be available to members from July. The first four episodes will be released on the launch day, with others following suit on a weekly basis.
Hailing comedy as an equally attractive category like cricket and Bollywood Amazon Prime Video India content head and director Vijay Subramanian said, “When we asked our customers what are things they would love to watch comedy was right up there. So, there were two things we could do. One, acquiring some of the best comedy movies in Hindi and other regional languages. Same time, we can actually create a new space with stand-up comedians.”
Amazon’s competitors Netflix and Hotstar are also trying to tap into the comedy scene. ALTBalaji even launched stand-up comedy videos in regional languages.
“We will continue to acquire the best movies across various languages. We are going to ramp up on our Indian originals. In second half of this year we are going to launch three more. Next year we hope to have 10 originals. And you will continue to see some other biggest blockbuster films on our service.” Subramanian commented on Amazon Prime Video India’s plans for next year while speaking to Indiantelevision.com.
While there were speculations in the media that Amazon Prime Video was contemplating kick-starting its own production house, the spokesperson of the company did not offer any clarification. However, he said the company is right now focused on just getting good content by betting big on originals. The equation with partners like OML, Excel Entertainment, the production houses with which Amazon Prime Video partnered for Indian originals, are very good right now.
“Comicstaan is the exciting next step in our long and fruitful relationship with Amazon. It ties all the best parts of Indian stand-up together into something fresh. Getting the country’s top comedians to nurture and mentor new talent is an idea that excited us, and it’s been extremely rewarding to see it all come together,” OML COO Ajay Nair said.
Recently Amazon has added a new prime subscription plan at RS 129 per month for Indian consumers. When Subramanian was asked about that, he emphasized on the flexible options for customers to choose the plan.
The company realises that being locally relevant is very important to survive in Indian market. Hence, their investments for regional expansion plans will continue. However, when it comes to Indian original shows the company will prioritize its Hindi library for now.
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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.
