Mumbai: Nearly a quarter of the global viewership for Indian content on Prime Video now comes from outside India, according to company executives who spoke at FICCI FRAMES 2025.
In a session titled “Made in India: I-Dramas — Are Our Stories Ready to Travel Across Borders?”, Shilangi Mukherji, director and head of SVOD business, Prime Video India, and Nikhil Madhok, director and head of Originals, Prime Video India, discussed the platform’s international reach and continued investments in Indian programming.
Madhok said Indian titles appeared in Prime Video’s global top 10 every week in 2024. He attributed this success to authentic storytelling, adding, “Imitation will not take you far; what travels well is originality and authenticity.”
Mukherji noted that localization has been key to reaching multilingual and international audiences. “Through localisation, we also cater to audiences who are not of Indian origin or do not understand Indian languages,” she said. Nearly 60% of Prime Video India’s customers stream content in four or more Indian languages.
Prime Video currently has around 100 Originals in various stages of development, with over 60% of its fiction series renewed or under production for new seasons. The company also partners with more than 25 streaming services and offers over 8,500 titles through its rental catalogue, which records transactions from 95% of India’s pin codes.
The executives said Prime Video will begin releasing three to four Indian films from Amazon MGM Studios in theatres annually starting in 2026. They emphasized that collaboration across the industry and early investment in localization will be essential for Indian stories to achieve sustained global success.
