Nikhil Madhok, Senior Leadership Director and Head of Originals at Prime Video India, spoke at the recent CII Big Picture Summit 2025 about the platform’s evolving role in India’s streaming industry. During a session titled “Prime Video and the Next Frontier of India’s Entertainment Revolution,” Madhok discussed the rapid changes in the streaming landscape and Prime Video’s commitment to authentic storytelling and supporting new creative voices.

Madhok highlighted the platform’s significant growth, noting, “This is probably the phase of the maximum amount of growth that we have been seeing.” He shared that in the past year, nearly 25 percent of Prime Video’s viewers in India were new to the service. He also revealed that the number of shows, movies, unscripted series, and regional content being approved or set for release in the next 12 to 18 months is the highest since Prime Video launched in India. Currently, the company has over 100 originals in various stages of negotiation, development, and production. In addition, Prime Video has started producing films for theatrical release and is experimenting with a variety of genres.

Addressing the evolution of popular genres, Madhok explained that while crime thrillers dominated the early days of streaming, there is now a shift toward more diverse and emotionally rich storytelling. He pointed to original series like Panchayat, Gram Chikitsalay, and Dupahiya as examples of a renewed interest in stories rooted in Indian culture. He also noted the rise of female-led narratives, such as Khauf.

When asked about the process for selecting new projects, Madhok shared that Prime Video receives 500–600 pitches each month, but only a select few move forward. He emphasized that the platform prioritizes genuine creative ideas over projects designed simply to fit a trend. Madhok also addressed the misconception that star power is necessary for a project to be approved, stating, “We are not looking to cast big names, we’re looking to cast great talent.”

Discussing the development of major franchises like The Family Man, Paatal Lok, Panchayat, and Mirzapur, Madhok highlighted the challenges of not only creating but also sustaining successful intellectual properties (IPs). He noted that new seasons of these series have often attracted three to four times the audience of earlier seasons.

Madhok also spoke about the potential for a uniquely Indian superhero, suggesting that inspiration could come from India’s own culture and mythology rather than adapting Western concepts. He expressed hope that such a character could become a major phenomenon and inspire audiences across the country.

Disclaimer: This article has been auto-generated from a syndicated RSS feed and has not been edited by Vitrina staff. It is provided solely for informational purposes on a non-commercial basis.