The expansion strategy of Prime Video for other Asian countries than India mainly focuses on leveraging diverse content offerings and strategic acquisitions to tap into emerging markets.
According to Kelly Day and Gaurav Gandhi, Prime Video leads the streaming space in Japan, emphasising a mix of licensed and original content. It focuses on unscripted programming and popular manga animation IPs. Additionally, the service explores opportunities in sports content and collaborations with local broadcasters to enhance its channel service and original productions.
In South Korea, Prime Video targets content with global appeal, recognising the success of South Korean TV series like “Marry My Husband.” It also started prioritising an intuitive and seamless user experience for viewers by offering Korean-language interface options, subtitles, and customer support, as well as optimising the platform’s performance to meet the expectations of tech-savvy Korean consumers.
In Thailand, the strategy involves leveraging a combination of licensed content and strategic acquisitions to cater to the preferences of Thai audiences. Apart from popular Thai series and movies, along with internationally acclaimed shows and films, Prime Video aims to explore opportunities in sports content, considering the popularity of sports like Muay Thai in Thailand. It will increase the collaborative works with local broadcasters and may also be pursued to enhance the Channels service, providing subscribers with access to a broader range of content.
Given the popularity of sports in Singapore, particularly football and other major international sporting events, Prime Video can explore opportunities to acquire rights to sports content. While Prime Video may initially rely on licensed content to establish its presence, the platform may also invest in original productions explicitly tailored for the local audience. This could involve commissioning original series, films, and documentaries that reflect Singaporean culture and storytelling.