In the fight for control over the SVOD landscape there have been few names that have been able to step out of Netflix’s shadow, one of them being Amazon Prime Instant video. For more than decade Amazon Prime has expanded its video library while simultaneously extending its reach across the globe, becoming completely global in 2016, but with the new terrain comes new obstacles.
What once use to be a smaller and more predictable audience has expanded to encompass thousands of demographics, each with their own unique interests.
Roy Price, President of Amazon Studios, explained how the company is taking on the challenge when it comes to global audiences.
“You can have a global service, but at the end of the day there are no global customers, all customers are local,” said Price during an interview at MipTV. “So you have to pursue, basically, a multi-local strategy, where you’re seeking out the great artists in each territory.”
Rather than trying to create a show that the whole world would watch and enjoy in unison, which is near impossible, Price emphasized the importance of local Influences.
“We try to replicate the Amazon Studio’s mentality in LA, around the word. And we’re growing actual teams now in India, Tokyo, and London, so you have regional development hubs to lead an international originals effort. Its a big focus.”
According to Price, Amazon Prime already has a nice chunk of shows in development in India and already has 20 shows under its belt in Japan. When asked what the new focus on originals would cost the company, Price declined to go into detail and simply said, “a lot.”