APOS: Prime Video Strengthens Its Future in Asia-Pacific with Ambitious “Entertainment Hub” Strategy
Amazon’s Prime Video has unveiled its vision for the future of streaming in the Asia-Pacific region during the APOS media conference held in Bali. The company advocates for an “entertainment hub,” which integrates original content, partner channels, rentals, and add-on subscriptions into a single platform accessible through one login. This strategy reflects a significant shift in the industry, moving away from standalone applications toward aggregation and partnerships, a theme that resonated throughout the conference.
A Complex Landscape
Gaurav Gandhi, Vice President of Prime Video for Asia-Pacific, Australia, and New Zealand, emphasized the complexity of the region, describing it as a patchwork that defies a one-size-fits-all approach. He noted that while Prime Video operates under a common business model, it cannot adopt a uniform strategy across such a diverse area. The service consistently integrates into Amazon’s Prime membership program and functions as a hub, layering additional subscriptions and transactional rentals atop the core subscription tier.
Enhancing Customer Experience
The hub model aims to provide scale for both consumers and content partners. Customers benefit from a wide selection of content available through a single app and billing relationship. Content partners, in turn, gain access to a vast audience without the need to develop their own technology and payment systems. Currently, Prime Video collaborates with over 600 content partners globally, including more than 70 in Japan, over 50 in Australia, and more than 30 in India, many of whom view the platform as a primary distribution channel.
Adapting to Market Dynamics
Prime Video’s strategy comes at a pivotal moment as the streaming landscape in Asia matures. The focus is shifting from direct competition for subscribers to bundling and aggregation, a necessary adaptation in the face of crowded markets and low-margin realities. For instance, Viu and iQIYI International introduced a Southeast Asian bundle at the APOS conference, while Disney+ partnered with CJ ENM’s Tving in Japan last year. Amazon is positioning itself as a central aggregator that other platforms can easily connect with.
India: A Key Market
India stands out as Prime Video’s largest market in Asia, where the company is integrating a free, ad-supported tier into its paid service. The incorporation of Amazon MX Player allows Prime Video to claim the title of India’s largest streaming service for exclusive originals. This strategy combines a premium subscriber base with MX Player’s free access, presenting a scale that only Reliance’s JioStar can realistically compete with.
Shilangi Mukherji, who leads Prime Video India’s subscription business, highlighted the service’s ten-year milestone in the country during the conference. She noted the platform’s multilingual, originals-first approach, revealing that over 60 percent of customers stream in four or more languages. The platform now offers programming in ten languages, with significant investments in Hindi, Tamil, and Telugu. India has become home to the largest collection of Prime Video originals outside the United States, with 60 percent of its series renewed for additional seasons and over 100 titles launched, with more than 100 more in development.
Growing Demand for Premium Content
Mukherji also pointed to the recent establishment of Amazon MGM Studios’ local operations and the increasing demand for movie rentals as indicators that Indian audiences are becoming more willing to pay for premium cinema at home.
Japan: Building a Subscription Culture
In Japan, Prime Video’s second-largest market in the Asia-Pacific region, the company also celebrated a decade on the platform. Country manager Keisuke Oishi recounted the challenges of establishing a subscription streaming culture from scratch in 2015, in a market still heavily reliant on free-to-air television.
Oishi remarked on the necessity of creating a new category of subscription video in a landscape dominated by free-to-air options. Since then, Prime Video Japan has expanded its offerings across four content pillars: anime, scripted entertainment, unscripted programming, and live sports. This includes a live boxing initiative launched in 2022, which has grown to host 15 events, along with a series of manga adaptations that have resonated with local viewers.
A Central Role in Global Strategy
Gandhi articulated that the Asia-Pacific region is vital to Prime Video’s global strategy, serving not only as a key growth driver but also as a source of innovative ideas. Concepts such as India’s tiered and mobile-first plans and multilingual programming may eventually be adapted for other markets.
As reported by www.hollywoodreporter.com.
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Published on 2026-06-18 11:11:00 • By FAME Delivered News Desk