variety.com
29.09.2022 / 05:57
Amazon Prime Video India Chief Gaurav Gandhi Breaks Down Growth Strategy: ‘See Early Signs and Double Down’ (EXCLUSIVE)
Naman Ramachandran As Amazon Prime Video closes in on six years of operations in India, it is one of the market leaders in the streaming segment. A major part of the success is due to it getting a handle on the multiple local languages in the vast market. “One of the things we look at when we expand into new territories and languages is to see early signs and then double down on those early signs,” Gaurav Gandhi, VP, Amazon Prime Video India told Variety. The 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 early signs before most others how content travels across languages,” says Gandhi, who spoke on the sidelines of the APOS conference in Singapore. “Today, 50% of our audience base is watching content in four plus languages, which was not the case three or four years back. And a big reason for that is the fact that as you program multiple languages across the board, we realize that you truly transcend linguistic boundaries and barriers and expand the linguistic palette.”