Kelly Day, Amazon Prime Video Vice President, International, outlined the company’s localisation efforts across Asia, Europe and Latin America in the first keynote session of APOS 2022, which is ta…
, and has user numbers that trail Disney+ Hotstar but are ahead of Netflix. Day said the next step is building up its presence in South India, which has thriving local industries across Tamil, Telugu, Kannada and Malayalam-language content. Back in April, Amazon Prime announced a slate of 41 new series and movies across different language segments.
“We view India as a region and not just one country, so we’re doing programming in ten different languages,” Day explained. “We have been offering and starting to develop more originals, not only in Hindi, but also many other local languages throughout India. We building out the team in the south to focus on those regions of India….we have extensive investment in local originals.”
She added that another key development in this price-conscious market has been the launch of cheaper mobile-only plans. “Our mobile-only tier has been hugely successful for us in partnership with mobile carriers in India, and we’ve started to introduce that in other regions, including Southeast Asia and Africa.”
Amazon Prime is also expanding its content offering in Japan, a territory with higher ARPUs where it continues to be the market leader, although competitors are working hard to catch up. While Japanese anime is a major driver in this market, Day said Amazon is having success in live-action scripted and unscripted content.
“We’ve made significant investment in original content in Japan as well. We’ve been quite successful in unscripted with [local versions of], but we’re also doing more with scripted content. Next month we’re launching the local version of
South Africa Latest News, South Africa Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
Amazon Prime Video International Chief Kelly Day Highlights Localization Strategy in Asia, Latin AmericaLocalization, and in some cases hyper-localization, is the modus operandi for growth in global markets for Amazon Prime Video, according to Kelly Day, VP, International, for the streamer. “Wh…
Read more »
Amazon Prime Day 2022: Prime Early Access Sale guideFor the first time ever, Amazon will hold a second Prime Day event in 2022. The Prime Early Access Sale will take place on October 11 and 12, kicking off the holiday shopping season.
Read more »
Best Prime Day laptop deals 2022: Laptop deals to expect for the Prime Early Access SaleAmazon is preparing for a second huge shopping event, called the Amazon Prime Early Access Sale. It's set to bring some great laptop deals.
Read more »
Best Prime Day smart home deals 2022: Will Prime Early Access bring top smart home deals?Prime Day itself may be over, but Amazon has announced a second major shopping event -- called the Amazon Prime Early Access Sale.
Read more »
Best Prime Day headphone deals 2022: Will the Prime Early Access sale bring headphone deals?Amazon has announced a second major shopping event called the Amazon Prime Early Access Sale. But what kinds of headphone deals will we see?
Read more »
A Second Amazon Prime Day Is Coming—Here's What You Need to KnowReady for round two?
Read more »