Amazon Execs on the Keys to Creating Culturally Relevant Storytelling in the Global Streaming Era: ‘The Borders are Melting’

variety.com:

Angelique Jackson According to recent research from Amazon Ads, 72% of monthly streaming viewers want to see more authentic, cross-cultural stories in the media.

That study, titled “Ads to Zeitgeist,” examines why streaming is at the forefront of the globalization of storytelling. “It’s an interesting time in the world of television and content creation,” said Nick Pepper, head of wholly owned content for Amazon MGM Studios, sitting down to discuss the trend toward globalization at Variety’s Entertainment and Technology Summit, presented by City National Bank.

The broadcast model — which was focused on the U.S. market and, thus, U.S.-centric storytelling — is no longer king. Now, with streaming services like Amazon’s Prime Video in 240 countries and territories, “there’s a way to tell stories to our customers or our audience that really mines and exposes many different cultures,” Pepper said.

But there’s a responsibility there, too: “We have to look at things through an authentic lens. You have to find the filmmaker or the storyteller that has the ability to talk to an audience on a global scale, but to tell an authentic story that’s really deeply meaningful.” Pepper pointed to Prime Video shows like “Mr.