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During a discussion at FICCI Frames 2025, Prime Video India’s senior leaders explored the increasing global appeal of Indian content and the platform’s plans to enhance engagement with audiences in India and worldwide. The session, themed ‘Made in India: I-Dramas — Are Our Stories Ready to Travel Across Borders?’, featured Shilangi Mukherji and Nikhil Madhok from Prime Video India, discussing the rise of Indian content on a global scale.

Madhok highlighted that nearly a quarter of the viewership for Indian content on Prime Video originates from outside India, showcasing the growing interest in Indian stories worldwide. Emphasizing the importance of authenticity and originality in storytelling, Madhok stressed the need for Indian content to stay true to its roots to resonate with global audiences.

Mukherji discussed Prime Video’s efforts to make local authentic stories accessible to diverse audiences globally, aiming to create content that resonates with viewers regardless of their cultural background. The platform’s focus on expanding selection and choice for customers in India has contributed to its success, with a significant pipeline of over 100 Originals in production and development.

Prime Video’s strategy includes partnerships with over 25 Indian and international subscription partners, offering a vast selection of content to viewers. The platform’s segmentation strategy, including initiatives like Prime Lite and Prime Video Mobile Edition, aims to make high-quality entertainment accessible to a wider audience base in India.

Looking ahead, Prime Video plans to premiere three to four local Indian films annually in theatres starting from 2026, further solidifying its presence in the Indian entertainment landscape.

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