Prime Video is doubling down on its ambition to become a unified entertainment destination across Asia-Pacific, with executives highlighting the company’s expanding ecosystem strategy during the APOS conference session “The APAC Playbook: How Prime Video Is Shaping Streaming’s Future.”

Gaurav Gandhi, VP of APAC and ANZ at Prime Video, described the region as a powerful testing ground for a business model that balances local market needs with a consistent global platform strategy.

“Every market has a different playbook,” Gandhi said. “But our goal is to deliver multiple benefits through a consistent business model.”

Rather than positioning itself solely as a streaming service, Prime Video is increasingly focused on becoming an entertainment hub that brings together content, distribution and consumer convenience under a single platform. Gandhi noted that Prime Video now works with more than 600 partners globally as part of its effort to create a unified viewing experience.

“Our ambition is to offer the widest selection with high value and convenience,” he said.

Japan and India, two of Prime Video’s largest markets in Asia, illustrate how that strategy adapts to local audience behavior.

Keisuke Oishi, country manager for Prime Video Japan, reflected on the platform’s 10th anniversary in the country, noting that when the service launched in 2015, Japanese consumers were still unfamiliar with subscription streaming despite the model already gaining traction elsewhere.

Over the past decade, Prime Video has expanded its offering from drama and film into sports and anime. Oishi highlighted the success of the platform’s live boxing events, which began in 2022 and have since grown to 15 events, as well as the performance of recent manga-based adaptations that have resonated with Japanese audiences.

In India, Shilangi Mukherji, director and head of SVOD Business at Prime Video India, said audience loyalty has been driven by a combination of local originals, licensed programming and long-term investment in intellectual property.

Mukherji noted that roughly 60% of Prime Video India’s originals have returned for additional seasons, while the pandemic-era surge in streaming accelerated the growth of co-productions and franchise-driven content. She also pointed to the recent launch of Amazon MGM Studios’ local operations and the growing popularity of the platform’s movie rental business as signs that Indian audiences are increasingly embracing premium, cinematic storytelling at home.

Together, the executives painted a picture of a streaming business increasingly focused not only on content acquisition, but on building a long-term entertainment ecosystem capable of serving diverse audiences across APAC.