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
Prime Video unveils biggest India originals slate yet
Nearly 55 titles across languages signal deeper push into films, series
MUMBAI: Prime Video is turning up the volume on Indian storytelling, unveiling its largest-ever Originals slate at the ‘Prime Video Presents’ showcase, with close to 55 series and films spanning languages, genres and formats.
The new lineup, which stretches across Hindi, Tamil and Telugu, signals a clear intent: go bigger, go wider, and meet audiences wherever they are watching, whether on streaming screens or in cinemas. Alongside Originals, the platform also announced a fresh theatrical slate under Amazon MGM Studios, marking a deeper step into the big-screen business.
Among the headline acts is The Revolutionaries, a large-scale drama from Nikkhil Advani starring Bhuvan Bam and Rohit Saraf. The slate also features Matka King with Vijay Varma, Raakh starring Ali Fazal and Sonali Bendre, and Lukkhe, which marks rapper King’s acting debut. Adding a genre twist is Vansh – The Kalyug Warriors, positioned as India’s first homegrown Hindi superhero series for streaming.
Familiar favourites are also making a return, with new seasons of Farzi, Panchayat, Call Me Bae, Dupahiya, Dahaad and The Traitors in the pipeline, reinforcing the platform’s bet on established franchises.
Regional storytelling gets a notable push. Highlights include a Telugu adaptation of The Traitors hosted by Teja Sajja, the drama Guvvala Cheruvu Ghat, and Tamil titles such as Exam and returning seasons of Vadhandhi and Inspector Rishi.
The slate also opens new creative partnerships. Hrithik Roshan’s HRX Films steps into streaming with Storm and Mess, while Alia Bhatt’s Eternal Sunshine Productions backs Don’t Be Shy. Production houses including Excel Entertainment, Tiger Baby Films and The Viral Fever further deepen the creative bench.
On the theatrical front, the platform is lining up five films, including Raftaar starring Rajkummar Rao and Keerthy Suresh, VIBE directed by Kunal Kemmu, Dilkashi with music by A. R. Rahman, Nayyi Navelli featuring Yami Gautam, and Kuku Ki Kundli starring Wamiqa Gabbi.
According to Prime Video India director and head of Svod business Shilangi Mukherji, India remains central to the platform’s global growth, ranking among its top markets for new subscribers. She noted that nearly two-thirds of users watch content in more than four languages, underlining a growing appetite for diverse storytelling.
Prime Video India director and head of originals Nikhil Madhok, said the new slate reflects a continued push towards bold, culturally rooted narratives with global appeal.
In short, Prime Video is not just adding titles, it is widening the lens. From small-town dramas to superhero sagas and cinema-ready spectacles, the message is simple: more stories, more voices, and far more ways to watch them.
