Prime video doubles down on international originals, eyes global star power

Prime video’s global content push

Prime Video is significantly expanding its international content offerings, signaling a major shift in strategy. The company highlighted its commitment to stories beyond the United States, fueled by the resounding success of its existing international originals. This move emphasizes the increasing global appeal of non-English language films and series, a trend Prime Video is actively capitalizing on.

'Innocent until proven guilty' franchise leads the way

The Spanish franchise 'Innocent Until Proven Guilty' (based on Mercedes Ron’s 'Culpa Mía,' 'Culpa Tuya,' and 'Culpa Nuestra' trilogy) has become a global phenomenon, exceeding 100 million unique viewers worldwide. Its debut topped the charts in over 170 countries, with a remarkable 90% of its audience residing outside of Spain. This success validates Prime Video's investment in international storytelling and demonstrates a clear appetite for diverse narratives.

Top 10 most-watched international originals

Prime Video has released a ranking of its most-watched international originals globally, based on viewership within four weeks of release. This showcases the breadth of successful content from diverse regions. The list includes:

• 'Our Fault' (Spain)
• 'Maxton Hall – The World Between Us T2' (Germany)
• 'The Tank' (Germany)
• 'The Calendar Killer' (Germany)
• 'The Family Man T3' (India)
• 'Tell Me Softly' (Spain)
• 'Panchayat T4' (India)
• 'Tremembé' (Brazil)
• 'Lies' (Mexico)
• 'Paatal Lok T2' (India)

Customer-centric approach and technological advancements

According to Kelly Day, Vice President of Prime Video and Amazon MGM Studios International, the company's strategy is firmly rooted in a customer-first approach. They prioritize offering a valuable selection at an accessible price, made convenient through various devices and locations. Technology plays a crucial role, with advancements like 36 subtitle options, 22 dubbing languages, and sophisticated recommendation algorithms enhancing the viewing experience.

Tapping into the wattpad phenomenon

Prime Video is actively seeking out new content through platforms like Wattpad, particularly within the popular Young Adult category. They monitor trends and tags like #BookTok to identify stories with potential for adaptation. The company values authenticity and aims to maintain a strong connection to the original material to satisfy passionate fan communities. Tara Erer, Head of Originals for Northern Europe, emphasized Wattpad as an “incredible resource” for connecting with their audience.

Building global stars: the nicole wallace example

The success of actors like Nicole Wallace, propelled by the 'Innocent Until Proven Guilty' franchise, has led to strategic partnerships with Amazon MGM Studios. This includes a long-term deal to develop Wallace's career and establish her as a global star. Her upcoming projects include an adaptation of Isabel Allende’s 'The House of the Spirits' and the series 'Postcards from Italy', marking her first English-language role.

Apac region: a hub for global storytelling

The Asia-Pacific (APAC) region is proving to be a significant testing ground for stories with international ambitions. Over 25% of Indian content viewers are located outside of India, demonstrating the export potential of APAC-produced shows. Prime Video is focusing on anime in Japan, K-content in South Korea, and diverse, culturally authentic narratives in India, including Young Adult and female-led stories, like 'Don’t Be Shy' produced by Alia Bhatt.