At FICCI FRAMES 2025, Prime Video spotlighted how Originals, localisation, and authenticity are taking Indian stories global.
At the 25th edition of FICCI FRAMES 2025, Prime Video India revealed that nearly one-fourth of its Indian content viewership now comes from international audiences – a milestone that highlights the platform’s growing global reach and the rising demand for Indian storytelling worldwide.
Speaking at a session titled “Made in India: I-Dramas – Are Our Stories Ready to Travel Across Borders?”, Shilangi Mukherji, Director and Head of SVOD Business, and Nikhil Madhok, Head of Originals, shared insights into how authenticity, localisation, and global distribution are redefining India’s content landscape.
Madhok noted that Indian titles featured in Prime Video’s global Top 10 every week in 2024, underscoring consistent international appeal. “Nearly 25% of viewership for Indian content comes from outside India,” he said. “Imitation will not take you far – what truly travels well is authenticity.”
Mukherji emphasised that localisation and multilingual access have been crucial enablers. “Almost 60% of our Indian customers stream in four or more languages. Localisation not only deepens domestic engagement but also makes our stories accessible to global audiences who may not understand Indian languages,” she said.
Prime Video India currently has over 100 Originals in various stages of development, production, or negotiation, making it one of the platform’s largest content markets outside the U.S. Its multi-layered offering – spanning Originals, licensed titles, add-on subscriptions, and movie rentals – continues to expand audience reach.
Mukherji added, “We’ve seen rental transactions from 95% of India’s pin codes, and nearly one in four viewers in the past year were new to the service.”
The platform has also diversified access through Prime Lite and Prime Video Mobile Edition, aimed at India’s mobile-first audience. Today, Prime Video programs in 10 Indian languages, with extensive subtitling and dubbing for inclusivity.
Looking ahead, Prime Video plans to strengthen its hybrid theatrical-streaming strategy. From 2026, Amazon MGM Studios will theatrically release three to four Indian films annually, alongside major Originals premiering globally. “We believe in the magic of theatres,” said Madhok. “Depending on the story, we and the creators decide whether it should begin its journey on the big screen or streaming.”
When asked how Indian stories can emulate the global success of South Korean or Turkish content, Mukherji said, “The key is to invest in intentional localisation from the very beginning, not as an afterthought.” Madhok added, “All it takes is one standout story to spark global recognition – and we’re already seeing those green shoots across our Originals.”
