Prime Video has outlined its Asia-Pacific growth strategy at APOS 2026, highlighting how a unified business vision combined with market-specific approaches is helping drive growth across the region.

During a session titled “The APAC Playbook: How Prime Video is Shaping Streaming’s Future,” senior executives discussed how the streaming platform is adapting to diverse consumer preferences across key markets, while continuing to invest in local content and expanding its entertainment hub model.

The discussion featured Gaurav Gandhi, Vice President, APAC & ANZ, Prime Video; Shilangi Mukherji; and Keisuke Oishi, in conversation with Vivek Couto.

Speaking about the challenges of operating across diverse markets such as Japan, India, Southeast Asia, Australia and New Zealand, Gandhi said Prime Video follows a common business model but tailors its execution to local market realities.

According to Gandhi, two elements remain consistent across key markets including Japan, India and ANZ: Prime Video’s integration within the Prime membership programme and its positioning as an entertainment hub offering subscription video-on-demand (SVOD), transactional video-on-demand (TVOD) and add-on subscriptions.

He noted that the platform’s focus remains on offering customers a wide range of content choices through a single destination.

Reflecting on Prime Video Japan’s ten-year journey since its 2015 launch, Oishi said one of the company’s early challenges was establishing subscription video streaming in a market largely dominated by free-to-air television.

He explained that Prime Video initially focused on building customer trust while developing a diverse content portfolio. Over time, the platform’s content strategy in Japan has centred on four pillars: anime, scripted television and films, unscripted programming, and live sports, complemented by add-on subscriptions, TVOD and pay-per-view offerings.

Mukherji highlighted Prime Video India’s decade-long investment in multilingual programming and original content.

She noted that more than 60 percent of Indian customers stream content in four or more languages, making multilingual programming a key part of the platform’s strategy. Prime Video currently programmes content across 10 languages while continuing significant investments in Hindi, Tamil and Telugu content alongside international offerings.

Mukherji added that India has become Prime Video’s largest Originals market outside the United States, with more than 100 original titles released so far and another 100-plus projects in various stages of development and production.

Gandhi said the company’s entertainment hub approach is designed around selection, value and convenience, allowing customers to access a wide variety of content through a single application and billing relationship.

Globally, Prime Video works with more than 600 content partners, including over 70 in Japan, 50 in Australia and more than 30 in India.

In India, the company is also expanding its offering by combining advertising-supported video-on-demand (AVOD), SVOD, TVOD and add-on subscription services. Gandhi noted that following the integration of Amazon MX Player, Prime Video now offers both free and paid content experiences under a unified ecosystem.

Looking ahead, Gandhi described Asia-Pacific as a major growth engine and innovation hub for Prime Video globally.

He pointed to innovations such as mobile-first plans and multilingual streaming strategies as examples of solutions emerging from the region. Gandhi also reiterated the company’s commitment to expanding investments in Japan and scaling its unified AVOD-SVOD model in India to reach larger audiences.

The executives said Prime Video’s strategy across APAC will continue to focus on localised content, customer choice and flexible business models tailored to individual markets while maintaining a common global vision.