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Amazon Prime Video India head Gaurav Gandhi talks about growth strategy

As Amazon Prime Video approaches six years in India, it is one of the market leaders in the streaming segment. Much of the success is due to the fact that he has mastered many local languages ​​in a huge market.

“One of the things we look for when we expand into new territories and languages ​​is to see early signs and then double down on those early signs,” Gaurav GandhiV.P., Amazon Prime Video India told Diversity. Service programs in 10 languages ​​in India, including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi, Gujarati, Bengali and English.

“When we started programming in 10 languages, we saw signs of content moving into different languages ​​before anyone else,” says Gandhi, speaking on the sidelines. APOS conference in Singapore. “Today, 50% of our audience watches content in four or more languages, which was not the case three or four years ago. And a big reason for that is the fact that when you’re programming in multiple languages ​​across the board, we understand that you’re really breaking down language boundaries and barriers and expanding your language palette.”

Gandhi points to the fact that in pre-streaming India, audiences watched pay TV in their native language and movies that went to theaters in different locations. Things have changed now, especially after two years of the pandemic, when content from anywhere in India flourished across the country. Gandhi says that for content in four South Indian languages ​​- Telugu, Tamil, Kannada and Malayalam – 50% of viewers were from outside those languages.

India is a territory where streamers offer cheap, language-focused original programming expands in a big way, but Gandhi sees them as market expanders, not competition.’ I’m very encouraged by what we’re doing, but it’s also very good that everyone is expanding this market and segment for everyone,” says Gandhi. “We’re happy to see so much content being created in the industry that benefits the entire creative ecosystem. And this is of great benefit to the creative economy.”

Amazon’s current original programming is in Hindi, Tamil and Telugu, and other language commissions are imminent.

Another major growth factor in the Indian streaming space is sports, particularly cricket. Disney+ Hotstar is in the lead thanks to its acquisition of the rights to the latest cycle of the lucrative Indian Premier Cricket League tournament. However, broadcast rights for the next cycle won by Viacom18. Amazon was in the ring in both cycles. Gandhi declined to speculate on whether the streamer would bid for the IPL rights when they become available again, opting to focus on the India-New Zealand series for which they have the rights.

5G rollout will begin across India on October 1. The move was made by the telecom market leader Reliance Jio seen as a game changer. “Any investment that allows consumption and shopping and ease of viewing is a boost for this category,” says Gandy, adding that more immersive content will play.



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Amazon Prime Video India head Gaurav Gandhi talks about growth strategy

As Amazon Prime Video approaches six years in India, it is one of the market leaders in the streaming segment. Much of the success is due to the fact that he has mastered many local languages ​​in a huge market.

“One of the things we look for when we expand into new territories and languages ​​is to see early signs and then double down on those early signs,” Gaurav GandhiV.P., Amazon Prime Video India told Diversity. Service programs in 10 languages ​​in India, including Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi, Gujarati, Bengali and English.

“When we started programming in 10 languages, we saw signs of content moving into different languages ​​before anyone else,” says Gandhi, speaking on the sidelines. APOS conference in Singapore. “Today, 50% of our audience watches content in four or more languages, which was not the case three or four years ago. And a big reason for that is the fact that when you’re programming in multiple languages ​​across the board, we understand that you’re really breaking down language boundaries and barriers and expanding your language palette.”

Gandhi points to the fact that in pre-streaming India, audiences watched pay TV in their native language and movies that went to theaters in different locations. Things have changed now, especially after two years of the pandemic, when content from anywhere in India flourished across the country. Gandhi says that for content in four South Indian languages ​​- Telugu, Tamil, Kannada and Malayalam – 50% of viewers were from outside those languages.

India is a territory where streamers offer cheap, language-focused original programming expands in a big way, but Gandhi sees them as market expanders, not competition.’ I’m very encouraged by what we’re doing, but it’s also very good that everyone is expanding this market and segment for everyone,” says Gandhi. “We’re happy to see so much content being created in the industry that benefits the entire creative ecosystem. And this is of great benefit to the creative economy.”

Amazon’s current original programming is in Hindi, Tamil and Telugu, and other language commissions are imminent.

Another major growth factor in the Indian streaming space is sports, particularly cricket. Disney+ Hotstar is in the lead thanks to its acquisition of the rights to the latest cycle of the lucrative Indian Premier Cricket League tournament. However, broadcast rights for the next cycle won by Viacom18. Amazon was in the ring in both cycles. Gandhi declined to speculate on whether the streamer would bid for the IPL rights when they become available again, opting to focus on the India-New Zealand series for which they have the rights.

5G rollout will begin across India on October 1. The move was made by the telecom market leader Reliance Jio seen as a game changer. “Any investment that allows consumption and shopping and ease of viewing is a boost for this category,” says Gandy, adding that more immersive content will play.



Reported by Source link

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