Naman Ramachandran Localization, and in some cases hyper-localization, is the modus operandi for growth in global markets for Amazon Prime Video, according to Kelly Day, VP, International, for the streamer. “When we think about launching in a new country, we really want to make sure that we bring a truly local feel to it.
So, we’re trying to be very thoughtful when we enter a new region to make sure that we’re not only bringing all of these amazing global series and tentpoles, but that we really do it right, locally,” Day said while delivering one of the keynotes at the APOS conference in Singapore on Wednesday.
The service launched recently in Thailand, Indonesia and Philippines and the company has hired a local team in the region. Day was also part of the Prime Video team that launched a 40-strong Indian slate in April.
Day said that the localization went beyond content and extended to the entire user experience where the interface feels local to the consumer.
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