At APOS 2026 in Bali, Prime Video’s Asia Pacific leadership laid out the company’s regional approach during a session titled “The APAC Playbook,” featuring Gaurav Gandhi, VP, APAC & ANZ; Shilangi Mukherji, Director and Head of SVOD Business, India; and Keisuke Oishi, Country Manager, Japan, in conversation with Vivek Couto of Media Partners Asia.
Gandhi opened by addressing the complexity of operating across Japan, India, Southeast Asia, and Australia and New Zealand, noting that while the business model remains consistent, individual market playbooks differ to reflect distinct audience behaviours. He pointed to two common pillars across key markets – participation in the Prime Program and an entertainment hub model offering SVOD alongside add-on subscriptions and TVOD.
Oishi reflected on Japan’s decade-long journey since 2015, describing the early focus on building trust in a free-to-air-dominant market and developing a content mix anchored in anime, scripted programming, unscripted TV and live sports.
Mukherji highlighted India’s multilingual approach, noting that a majority of Indian customers stream content in multiple languages, prompting investment across ten languages with continued depth in Hindi, Tamil and Telugu. She added that India now has over 100 Originals launched, with many more in development.
Gandhi also discussed the integration of Amazon MX Player, positioning Prime Video as India’s largest streaming service for exclusive originals. He described APAC as a key growth engine and innovation hub, citing momentum in Japan and the upcoming unification of India’s AVOD and SVOD businesses to expand audience scale.
