Amazon Execs Bank On India: “One In Five” Subs Outside The Country Watch Its Content

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Amazon’s top U.S. and international execs are banking on even bigger things in India after launching the streamer’s biggest ever slate in the country.The streamer’s Head of Local Originals James Farrell told a packed room in Mumbai at Amazon’s massive film and TV slate launch that one in five Amazon Prime Video subscribers outside of India watch content from the country — one of several reasons the country has become a key priority.

Asked why Indian content has worked internationally for Amazon, he pointed to the work of Head of Indian Originals Aparna Purohit and her team, who assess content already on the service and work out what stories have not yet been told. “That’s what you’ve been seeing for the past five years and you’re going to see more of it,” he added.“I truly believe India is a land of storytellers — in every nook and cranny,” said Purohit, who joined Farrell and other top execs on stage. “This is almost like the renaissance of Indian entertainment and amidst this multitude of stories, to find one that can connect and resonate with the audiences here and across the world is a challenge.

We just want to create a home for talent; a safe space where creators feel supported and that we’re willing to invest in them.”Farrell also pointed to Indian originals beginning to work as formats, noting One Mic Stand was being remade in Germany. “Not only are shows travelling but the ideas are travelling, too,” he said.The Amazon Prime Presents: India event, hosted by Indian filmmaker and TV personality Karan Johar, saw Amazon’s top brass, including Head of Amazon Studios President Jennifer Salke in bullish mood after five years in India.“When I started to really build we really put a stake down in being a home for