At the India Digital Summit 2025, Sonal Kabi, Director & Head of Marketing at Prime Video India, shared insightful perspectives during a panel discussion titled “Amplifying Voices: How India’s Streaming Platforms are Shaping the Future of Entertainment.” The panel, moderated by Archita Kashyap, also featured Aloke Majumder, Vice President of Technology at Hoichoi, and Saurabh Srivastava, COO – Digital Business at Shemaroo Entertainment.

Responding to how Prime Video greenlights stories, Kabi emphasized:
“We ask ourselves, has it been said before? Is there a fresh dimension or a unique take? The creator’s passion for the story is crucial. If a story captivates you in its rawest form, without actors or music, then it’s a winner.”
Kabi highlighted the evolving tastes of Indian viewers, who now demand diverse and innovative content. Using her own eclectic viewing habits as an example, she noted that audiences are increasingly drawn to a variety of genres and languages, sometimes exploring multiple styles within a single day.

Discussing marketing strategies, Kabi remarked:
“We’re in the entertainment business. If the campaign is not entertaining, it’s not a great campaign.”
Prime Video focuses on creating bold, disruptive campaigns that excite audiences from the first impression—be it a billboard or a teaser on social media.

On Indian content making its mark globally, Kabi shared impressive statistics:
• Over 25% of the audience for Indian titles on Prime Video comes from outside India.
• Citadel: Honey Bunny became the most-watched series worldwide on Prime Video during its launch weekend, trending in the top 10 in 150 countries.
• Call Me Bae was viewed in over 165 countries, featuring in the top 10 trending titles in 50+ countries during its debut week.
Kabi highlighted that localization efforts have significantly contributed to Indian content’s global success.

Kabi described Prime Video’s unique position in bringing Indian stories to a global audience in over 240 countries and territories. She noted:
“When we develop a story, we first think about its success in the commissioning market, but we also consider its global appeal. A good story will always find its audience.”

The panel underscored the role of streaming platforms in amplifying diverse Indian voices, their emphasis on disruptive marketing, and their focus on global storytelling. Prime Video’s approach to innovation and audience-first strategies continues to position it as a leader in the streaming ecosystem.