Hopkins, who’s in India for the flagship occasion—Prime Video Presents India—shared insights on the corporate’s formidable growth technique with filmmaker Karan Johar.
“For the final a number of years we have been making loads of progress in India,” he mentioned. A majority of Indian customers join Amazon’s Prime membership not for another profit however for the Prime Video companies. “So, extra individuals on the planet are signing up for Prime in India outdoors of the US, and Prime Video is the primary cause they join in India.”
Final 12 months, India had the best proportion of Prime members streaming Prime Video than another nation, he mentioned. “The Indian crew is doing an excellent job, and I could not be extra thrilled to be right here.”
In any given week in 2023, Indian content material was watched in over 210 international locations and territories worldwide on Prime Video, he added. “In order that’s loads of locations watching Indian content material. The second factor is that Indian programming trended within the prime 10 on Prime Video worldwide for 43 out of the 52 weeks of 2023.”
Expressing his pleasure about his go to to Mumbai, Hopkins mentioned: “I’ve been to Mumbai half a dozen occasions in my profession, and what I am all the time impressed by is the power in India.”
Hopkins, who joined the corporate 4 years in the past, highlighted Prime Video’s pivotal position in Amazon’s distinctive leisure enterprise mannequin. “If you consider Prime, you consider buying and delivery, you consider music and gaming. And we’ve a studying service and a wide range of advantages with that Prime membership, however after all, we’ve Prime Video as nicely. Prospects can discover their favorite motion pictures and collection all beneath one roof with Prime Video, whether or not you are getting leisure from Amazon, MGM Studios, our native partnerships, or issues we have licensed around the globe. We actually begin with Prime as our base.”
Discussing the challenges of content material distribution within the streaming period, Hopkins acknowledged the complexities, however reiterated Prime Video’s dedication to offering a seamless expertise for purchasers worldwide.
“Over the previous few years, as content material has been transferring to streaming, it is getting extra sophisticated. Individuals aren’t all the time positive precisely the place to go to get that film, that TV collection, and even that sport, relying on the place they’re on the planet. And so, one of many issues we have spent loads of time interested by is how we will put all of that collectively in a single place for purchasers.”
However, it has not been a straightforward job, he mentioned. “We have not but succeeded in every single place on the planet in placing all their streaming content material into one software. What I imply by that’s, we have approached streamers everywhere in the world to affix Prime Video; in an effort to subscribe to them inside our software, however haven’t made loads of progress.”
Prime Video has additionally constructed the world’s largest TVOD (transactional video on demand) retailer, so extra individuals hire and purchase motion pictures on Prime Video than another retailer on the planet. For non-subscribers, there’s loads of AVOD (ad-supported video-on-demand) content material.
In India, the corporate launched its AVOD service MiniTV, out there on Prime Video, in addition to on Amazon’s retail web site. “Talking of Mini TV, our enterprise is doing very well, rising 4 occasions in general watch time since 2023.”
On Amazon’s world growth plans, Hopkins emphasised the significance of India, a key market with a burgeoning streaming viewers. He praised India’s wealthy storytelling custom and expressed confidence in Amazon’s skill to resonate with the Indian audiences.
“As we take a look at the subsequent 250 million subscribers that we will purchase, they’re undoubtedly going to come back from outdoors of america,” he mentioned. “We’re not going to have the ability to obtain that except we do a very good job for purchasers in India as nicely… India is a key geographic space for us. We additionally consider within the story of India and the expansion that is been taking place right here during the last a number of years.”
Hopkins additionally unveiled Prime Video’s various lineup of upcoming tasks, together with highly-anticipated collection and movies catering to world and native audiences. He teased the premiere of ‘Fallout’, a collection based mostly on the long-lasting online game, and introduced plans for an formidable information present from ‘Mr. Beast’, aiming to create the most important recreation present in historical past.
Whereas world content material is vital, he mentioned it’s vital to get the native programming proper. “We make native programming in lots of international locations around the globe, however the core tenet for us is that if it does not work within the nation you make it, you in all probability should not be making it. And in order that’s the place we begin: how can we nonetheless inform genuine tales with creators within the nation that resonate with clients in India? If we will try this, and it might probably work outdoors of the nation. We have actually knocked it out of the park.”
Reveals which can be working greatest for Prime Video, each in India and internationally, are Farzi, Indian Police Power, Poacher, The Household Man, and Made in Heaven, amongst others, he mentioned. “We could not be extra thrilled with what is going on on right here, and so do our clients across the globe.”
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Printed: 19 Mar 2024, 08:04 PM IST
Supply: Live Mint