Prime Video banks on ‘Elevated Storytelling’ as India becomes global growth engine
‘India is now a mature market for elevated storytelling’
In a dynamic over-the-top market, Amazon’s Prime Video India is positioning itself as a full-fledged entertainment hub encompassing original shows, movie rentals and third-party subscriptions. Gaurav Gandhi, who oversees the platform’s business in the APAC and MENA markets, and Shilangi Mukherji, who leads the subscription business in India, spoke to Christina Moniz about the service’s differentiation strategy and its recent entry into ad-supported streaming. Excerpts:
