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APOS 2022: Amazon Prime Video International Chief Kelly Day On Growth Of AVOD, Expanding South Indian, Japanese Scripted Content

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Kelly Day, Amazon Prime Video Vice President, International, outlined the company’s localisation efforts across Asia, Europe and Latin America in the first keynote session of APOS 2022, which is taking place virtually and as an in-person event in Singapore (September 27-29).After initially focusing on Japan and India, Amazon Prime Video launched a slate of local-language originals and localised user experience across Southeast Asia just last month.

Speaking from the U.S., Day told APOS: “We try to be thoughtful in not only bringing all these amazing global series and tentpoles, but also doing it right locally, so we’ve got a brand new team just hired, based in Singapore.

We’ve seen the response in Indonesia and the Philippines really strong right out of the gate.”In India, Amazon Prime has already scored successes with Hindi-language scripted series including Paatal Lok, The Family Man and Made In Heaven, and has user numbers that trail Disney+ Hotstar but are ahead of Netflix.

Day said the next step is building up its presence in South India, which has thriving local industries across Tamil, Telugu, Kannada and Malayalam-language content.

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