In a stimulating roundtable session at the ongoing 54th International Film Festival of India (IFFI), Goa, Prime Video, India’s premier entertainment platform, engaged in a captivating discussion on the distinctive appeal of Indian content on a global scale.

Led by Sushant Sreeram, country director of Prime Video, India, the session, moderated by Rajeev Masand, COO at Dharma Cornerstone (DCA), featured esteemed panelists including Prithul Kumar, Joint Secretary (Films), Ministry of Information & Broadcasting and Managing Director, NFDC, alongside other influential leaders from the industry.

Sreeram highlighted India’s imminent breakthrough moment on the international stage, expressing confidence in the growing global resonance of Indian stories. Emphasizing the significance of authentic local storytelling, he underscored the remarkable success of Prime Video’s local language content, revealing that 50 percent of viewership comes from outside the home states and 25 percent from beyond India’s borders, the company said in a press release.

Citing examples such as ‘Pushpa: The Rise’ and ‘Kantara,’ Sreeram emphasized the rising prominence of Indian narratives finding traction worldwide. He lauded the enriched storytelling landscape in India, acknowledging creators and talent shaping compelling narratives that transcend borders.

Notable Prime Video Original series like ‘Farzi,’ ‘Jubilee,’ and ‘Made in Heaven’ received acclaim internationally, resonating with audiences in numerous countries.

Prithul Kumar highlighted the transformative impact of streaming services for independent filmmakers, providing a home for diverse, low-budget, and experimental films. He outlined how streaming platforms have enabled filmmakers to dream big and access wider audiences, fostering a more inclusive creative landscape.

Addressing concerns about streaming becoming exclusive to big-budget star-driven ventures, Sreeram emphasized Prime Video’s commitment to diverse storytelling, showcasing a plethora of titles and talents, both established and emerging.

He highlighted the platform’s investment in new creators while continuing successful franchises like ‘Mirzapur’ and ‘The Family Man.’

The discussion delved into the Direct-to-Streaming (DTS) model’s influence on creativity and customers, with Sreeram expressing Prime Video’s approach to bringing captivating stories to global audiences. He credited the DTS model for empowering creators and providing customers worldwide with engaging content.

Reflecting on the enduring impact of streaming content, Sreeram highlighted the platform’s diverse programming across languages and genres, citing the longevity and cultural impact of shows like ‘Mirzapur,’ ‘Pataal Lok,’ and ‘The Family Man.’

Prime Video’s active participation at IFFI reaffirms the pivotal role of the video streaming sector in nurturing India’s creative economy. It serves as a robust platform for showcasing Indian stories, talents, and creators on the global stage.

As IFFI continues to be a beacon of cinematic excellence, celebrating diverse cultures and creativity, Prime Video’s engagement underscores the platform’s commitment to fostering an inclusive entertainment ecosystem, both in India and globally.