Prime Video spotlighted its vision for India’s next era of digital consumption at the CII Big Picture Summit 2025, where Shilangi Mukherji, director & head of SVOD business at Prime Video India, unpacked the platform’s evolving strategy for personalised streaming, tiered subscriptions and diverse content formats.

The panel, themed ‘The Digital Media Explosion: India’s Next Growth Story,’ brought together key voices including LV Krishnan of TAM Media Research, Neeraj Roy of Hungama Digital Entertainment, and LTIMindtree’s Darryl Vaz. The discussion was moderated by Gunjan Soni, co-chair of CII National Council on Media & Entertainment and country managing director, YouTube India.

Early in the session, Shilangi outlined how India’s multilingual, mobile-first audience needs tailor-made digital services that respect both cultural diversity and rapidly shifting viewing habits. She noted that platforms like Prime Video are driving a transition “from broadcast entertainment to unicast,” where personalised recommendations and user-first journeys make content discovery seamless. Streaming services, she said, have unlocked unprecedented access and selection, giving Indian audiences the power to define what they watch, when they watch, and how they watch it.

Shilangi then broke down Prime Video’s three-pronged approach to driving the next wave of digital adoption. A tiered subscription stack sits at the centre of this strategy, opening access to customers across different affordability levels. With offerings such as Prime Lite, Prime Shopping Edition and the full Prime subscription, she said the model “democratizes content” for a country with vast economic diversity. This extends beyond pricing into creative diversity—Prime Video continues to expand its pool of creators, with over 65 percent of Originals in development featuring new talent either in front of or behind the camera.

She further explained how Prime Video’s content design spans long-form scripted hits like ‘Mirzapur’, ‘The Family Man’ and ‘Panchayat’, and a growing slate of unscripted entertainment. With series such as ‘The Traitors’ and the talk show ‘Two Much with Kajol and Twinkle’ gaining traction, the platform is scaling formats that have traditionally performed well on broadcast. Films remain another strong pillar, with the service balancing direct-to-service premieres, co-productions, theatrical-first properties and post-theatre releases based on audience behaviour and format suitability.

A key part of India’s streaming evolution, she highlighted, is the shift toward living-room viewing. While mobile drives widespread access, Shilangi emphasised that true engagement—or “stickiness”—comes from audiences choosing to watch movies and shows on larger screens, particularly during collective viewing. Prime Video’s role as a broader video entertainment marketplace through movie rentals and add-on subscriptions further strengthens this shift, making diverse content accessible through one interface and one payment method.

Reflecting on the road ahead, Shilangi positioned content as India’s emerging “soft power,” capable of travelling globally with the same impact seen in Korean and Turkish storytelling. She expressed confidence that Indian stories are on the brink of similar global resonance. At the same time, she underscored the immense opportunity that still exists domestically. “Today, Prime Video receives viewership from 99 percent of pin codes in India,” she said. “But it’s still day one for us.”

With India’s digital landscape continuing to expand, Prime Video’s focus on access, diversity, technology and personalised engagement signals how streaming platforms are preparing not just to serve India’s audiences—but to shape global content flows in the years ahead.