At a session during FICCI FRAMES 2025 in Mumbai yesterday, senior leaders from Prime Video India highlighted the growing global influence of Indian entertainment, revealing that nearly 25 percent of viewership for Indian content on the platform comes from international audiences.

The discussion also explored Prime Video’s long-term plans for innovation, customer engagement and expansion in India’s evolving streaming ecosystem.

According to a press release from the streamer, the session titled ‘Made in India: I-Dramas — Are Our Stories Ready to Travel Across Borders?’ featured Shilangi Mukherji, Director and Head of SVOD Business, Prime Video India, and Nikhil Madhok, Director and Head of Originals, Prime Video India, in conversation with Ajita Shashidhar, National Editor, Fortune India. The leaders delved into the platform’s efforts to amplify authentic Indian storytelling and its rising acceptance among audiences worldwide.

Speaking on the growing international appeal of Indian stories, Madhok noted that Indian titles trended in Prime Video’s top 10 globally every single week in 2024. “What we’ve learnt is that imitation doesn’t take you far — originality and authenticity do. For our content to travel and resonate worldwide, we must remain true to our roots,” he said. Madhok added that while technical and production quality should meet global benchmarks, the strength of Indian storytelling lies in its cultural depth and emotional honesty.

Mukherji echoed the sentiment, pointing out that Prime Video’s localisation strategy has been central to the platform’s success. “We create stories that surprise, delight, and relate to audiences across languages and geographies,” she said. Almost 60 percent of Indian customers stream content in four or more Indian languages, a testament to the growing multi-lingual engagement on the platform.

Discussing Prime Video’s creative journey in India, Madhok reflected on how the company built its original programming from scratch. “We started with established filmmakers venturing into streaming, experimenting with long-form storytelling. Series like ‘The Family Man’, ‘Paatal Lok’, ‘Mirzapur’, ‘Made in Heaven’, and ‘Panchayat’ have not just become iconic franchises but symbols of India’s creative prowess,” he said, adding that over 60 percent of Prime Video’s fiction shows have returned for multiple seasons.

He also highlighted the rise of new talent in the digital entertainment space. “We’re witnessing a wave of first-time creators making their mark. ‘Dupahiya’, for instance, created by debutant writers and featuring an ensemble cast, was so well received that a second season was greenlit within weeks,” Madhok shared.

On the platform’s expanding footprint, Mukherji said that Prime Video’s Indian slate is the largest outside of the U.S., with 100 originals currently in various stages of development. “Through partnerships with over 25 streaming services, we now offer more than 75,000 hours of additional content, making Prime Video India the largest video entertainment marketplace,” she said. The company also leads in movie rentals, with over 8,500 titles and transactions coming from 95 percent of India’s pin codes.

Mukherji further elaborated on Prime Video’s segmentation strategy, citing offerings like Prime Lite and Mobile Edition plans to make premium entertainment accessible across price points. The platform currently serves audiences in 10 Indian languages, through both original and licensed content, with subtitles and dubbing enhancing inclusivity.

Discussing the balance between streaming and cinema, Madhok revealed that starting 2026, Prime Video will release three to four local Indian films from Amazon MGM Studios in theatres annually. “We believe in the magic of theatres. For each movie, we jointly decide with creators whether it should have a theatrical release or go straight to streaming,” he explained.

When asked about taking Indian content to the global stage, Mukherji emphasised the need for the industry to collaborate and invest in early localisation rather than treating it as an afterthought. “Our stories already have emotional depth — we now need to present them with strategic intent to reach wider audiences,” she said.

Concluding the discussion, Madhok remarked that global success often stems from one exceptional story that breaks boundaries. “Every big cultural moment begins with a single story that connects universally. We’re already seeing those sparks across our Originals,” he said.