Prime Video India is gearing up for a bustling 2024, planning to ramp up its investment in a diverse range of fresh content. Sushant Sreeram, the country director, revealed that the upcoming year would mark their most intensive content programming phase, catering to both individual viewers and households.

What Happened? The strategy follows a significant content expansion in 2023, where the Amazon-owned streaming service introduced 24 original scripted and unscripted shows in India, its largest slate since debuting in the country in 2016.

According to an ET report, globally, Amazon’s investment in content across various domains, including TV, film, music, and live sports, neared $17 billion in 2022. Sreeram highlighted 2023 as a standout year for Indian content on the global stage, with local productions frequently appearing in Prime Video’s top 10 worldwide for most of the year.

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One-stop shop for entertainment: Prime Video is positioning itself as a comprehensive entertainment hub, offering streaming, content aggregation, and movie rental services. Its aggregation service, Prime Video Channels, launched two years ago in India, now features 23 content partners, collectively providing about 28,000 hours of content. Additionally, the Prime Video Store boasts the largest movie library in India, with approximately 6,000 titles.

Live sports continue to be a strategic focus for Prime Video, as the platform evaluates opportunities in this area, including rights like New Zealand Cricket. Despite not bidding for high-profile properties like the Indian Premier League (IPL), Prime Video India has recently expanded its sports offerings by adding the Dream Sports-owned sports streaming platform FanCode to its aggregation service, Prime Video Channels.

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