iWorld
Aditi Guha joins Prime Video as head of programming & content insights
MUMBAI: Amazon Prime Video has roped in media veteran Aditi Guha as head of programming & content insights for Prime Video and Amazon MGM Studios India. She joined the content giant in May 2025 and made the announcement today on Linkedin.
With over two decades of experience across media planning, consumer insight, content strategy and product monetisation, Guha is set to shape the streamer’s data-led storytelling and business decisions.
Prior to this, Guha served as senior product researcher at Netflix APAC, where she led consumer insight across South Korea, Japan, India, Australia, and Southeast Asia, focusing on partnerships, churn, retention and commerce growth. Before that, she held multiple leadership roles at The Walt Disney Co in Singapore, launching Disney+ in Southeast Asia and building audience strategies across studios, media networks and licensing verticals.
Her career began in media planning at Universal McCann and WPP, before she made her mark at Viacom18’s MTV Insight Studio and ABP News. Guha is an alumna of Symbiosis Institute of Media and Communication and has earned certifications from NUS Business School, IdeoU, and General Assembly in analytics and design thinking.
With content wars heating up in the Indian OTT space, her appointment signals Amazon’s continued push to double down on data-fuelled programming decisions, local insights and international storytelling chops.
iWorld
Netflix launches Playground app to bring games and interactive play for kids
Interactive games, fresh series and returning favourites aim to blend play and learning
MUMBAI: Netflix is doubling down on kids entertainment with a major expansion of its family-friendly slate, anchored by the launch of Netflix Playground, a new interactive app designed to blend play with storytelling.
Aimed at children aged eight and under, the app allows young viewers to engage with familiar characters from shows like Peppa Pig and Sesame Street through games and activities, all within a safe, ad-free environment. The app is already live in select markets and is set for a wider global rollout later this month.
The move signals Netflix’s push to turn passive viewing into a more immersive experience. Alongside the app, the platform has unveiled a mix of new titles and returning favourites, including fresh episodes of Trash Truck and The Creature Cases, as well as a new preschool series, Young MacDonald. Popular titles such as CoComelon Lane and Ms. Rachel are also set to expand with new seasons and episodes.
Speaking about the strategy, Netflix vice president of animation series and kids and family tv John Derderian said, “We’re building a world where kids can not only watch their favourite stories, they can step inside them and interact with their favourite characters. We’re creating a seamless destination for discovery, learning, and play.”
The expanded offering also leans heavily on convenience for parents, with offline access, curated content, and robust parental controls designed to ensure a safe and tailored viewing experience. Features such as profile locks, content filters, and activity tracking aim to give families greater control while allowing children to explore independently.
The timing is strategic. Kids and preschool content has emerged as one of Netflix’s most-watched categories in recent years, making it a key battleground in the streaming wars. By combining games, education, and entertainment, the platform is looking to deepen engagement and build long-term loyalty among younger audiences.
With interactive play now joining its content arsenal, Netflix is not just streaming stories but inviting kids to step inside them, turning screen time into something a little more hands-on.
