At the CII Big Picture Summit 2025, Prime Video India’s Head of Originals, Nikhil Madhok, outlined the platform’s rapid growth and the creative gaps waiting to be filled in India’s streaming ecosystem. Speaking with journalist Suhani Singh during a PowerTalk session titled “Prime Video and the Next Frontier of India’s Entertainment Revolution,” Madhok reflected on how India’s streaming habits have evolved and where the next big opportunities lie.

He noted that Prime Video is currently witnessing its strongest growth phase. Over the past year, nearly a quarter of the platform’s viewers were completely new users, while the number of greenlit shows, films, unscripted formats and regional titles slated for the next 12–18 months is the highest since the service entered India. More than 100 Originals are in various development and production stages, and Prime Video has also begun producing films for theatrical release.

Madhok highlighted a shift away from streaming’s early reliance on crime thrillers toward emotionally resonant stories grounded in Indian contexts. Shows like Panchayat, Gram Chikitsalay and Dupahiya reflect this trend, as does the rise of women-led narratives such as Khauf. Over 80% of Prime Video’s Originals have women in key creative roles.

On the pitching process, he said the service receives 500–600 proposals each month, but only a fraction move forward based on originality, clarity of vision and alignment with long-term strategy. Star-driven concepts don’t influence decisions; talent and storytelling do.

Madhok also emphasized the effort required to sustain major franchises such as The Family Man, Paatal Lok, Panchayatand Mirzapur, many of which have grown audiences season after season.

Looking ahead, he believes one major opportunity remains untapped: the creation of a truly homegrown Indian superhero tailored for streaming and rooted in the country’s culture and mythology.