iWorld
Sequel-itis hits Prime Video, and it’s a good thing
MUMBAI: As Indian content creators wrestle with legacy media’s slow fade and digital fatigue’s creeping toll, one question rules the reel: how do you keep the eyeballs glued? At the 9th edition of The Content Hub Summit 2025, that was the hot topic during a no-holds-barred fireside chat between Anil NM Wanvari, founder, chairman of Indiantelevision.com, and Nikhil Madhok, director & head of originals at Prime Video India.
When asked how Prime Video picks potential hits, Madhok laid it out: “This is still a business of creative gut instinct.” While data helps identify audience clusters (young adult horror fans, for instance), final greenlights depend on whether a pitch feels fresh, unique, and emotionally resonant. “You’ve got to spot the right story and the right creator,” he said.
Apparently, it’s working. Since Prime Video’s India debut, more than 60 per cent of its scripted shows have landed second seasons or are in production. Hits like Farzi, Call Me Bae, and Dupahiya are already queuing up for follow-ups. “We’re doing something right,” Madhok commented.
Of course, not everything sticks. “Failure teaches,” Madhok admitted. Whether due to weak casting or saggy plotlines, misses do happen. But unless there’s real love for a first season and a compelling new arc, Prime won’t risk a sequel. “It’s unfair to the audience and the legacy of the show.”
Amazon is now reversing the stream-to-cinema flow. Under its new banner Amazon MGM Studios, it’ll release 4–6 films theatrically starting 2026. “It’s come full circle,” said Madhok. “We’re backing great scripts with box-office potential.” Four titles are already filming; two are in the can.
A quarter of Prime Video’s Indian content viewership already comes from outside the country, with appearances in weekly global top-10 on Prime Video every week in 2024. But that breakout K-drama-style success? Still brewing. “We haven’t had that one global story yet, but it’s coming,” Madhok promised.
Meanwhile, Prime Video’s focus remains on home turf. Over 100 projects are in the pipeline, spanning languages, formats, and genres, from Family Man 3 and Mirzapur: The Movie, to new IP like Revolutionaries and the unscripted hit The Traitors.
AI, Madhok said, should be embraced, not feared. “Like every technology before it, AI can enable storytelling.” Prime Video is also watching the short-form and creator economy space closely though that’s currently MX Player’s turf within the Amazon family.
As Indian storytelling hits a new stride, Prime Video is betting big on creative instinct, strategic risk and the timeless power of a good story. “Stories drive civilisations forward,” Madhok said. “And that hasn’t changed in a hundred years.”
e-commerce
American Express to acquire AI startup Hyper to boost automation
Deal targets expense management as AI reshapes corporate spending tools.
MUMBAI: From receipts to robots, the expense sheet is getting a brain upgrade as American Express moves to bring artificial intelligence into the heart of corporate spending. The company has announced plans to acquire Hyper, a relatively young but fast-rising startup founded in 2022 that builds AI-powered agents capable of organising expenses, generating reports, verifying compliance with budgets and policies, and nudging users with timely reminders. The deal, expected to close in the second quarter of 2026, underscores a growing shift among financial institutions to automate traditionally manual, time-heavy workflows.
Hyper counts Sam Altman among its backers, adding a layer of Silicon Valley credibility to the acquisition. While financial details remain undisclosed, the strategic intent is clear: deepen automation capabilities and sharpen American Express’s position in the competitive corporate spending ecosystem.
The two companies are not strangers. They previously collaborated in 2024 on a co-branded credit card product, suggesting that the acquisition is less a cold buy and more an extension of an existing relationship. With this move, American Express is effectively bringing that capability in-house, aiming to embed AI directly into its commercial services stack.
Chief executive Stephen Squeri had already signalled the direction of travel in a recent shareholder letter, describing AI as a “structural shift” in how businesses operate. The Hyper acquisition appears to be a direct response to that shift, particularly in expense management, where processes such as approvals, compliance checks and reporting remain ripe for automation.
Alongside the acquisition, the company is also expanding its product suite. A recently launched business credit card offers cashback and benefits at an annual fee of $295, with another card expected later this year moves that complement its broader push into commercial services.
Taken together, the strategy points to a future where managing expenses may require fewer spreadsheets and more algorithms. For American Express, the bet is simple, if businesses are rethinking how work gets done, the tools that power that work need to evolve just as quickly.
