Prime Video India: Content, Engagement, Growth

At the FICCI Frames 2025 conference, Shilangi Mukherji, Director & Head of SVOD Business at Prime Video, Amazon India, shared some exciting insights about the streaming entertainment industry.

Mukherji highlighted the significant growth of the streaming market in India, driven by factors such as increasing internet penetration, affordable data plans, and a variety of content choices. She noted that the pandemic had accelerated the shift towards digital entertainment, leading to a surge in viewership on streaming platforms.

According to Mukherji, Amazon Prime Video has been focusing on creating diverse and engaging content to cater to the Indian audience’s preferences. The platform has been collaborating with top talent in the industry to produce original and localized content that resonates with viewers across the country.

Mukherji also discussed the importance of data-driven insights in shaping content strategies on streaming platforms. By analyzing viewer preferences and behaviors, platforms can tailor their content offerings to meet the evolving needs of their audience.

In conclusion, Mukherji emphasized the increasing importance of streaming platforms in the Indian entertainment landscape. With a focus on quality content and data-driven strategies, platforms like Amazon Prime Video are well-positioned to continue engaging audiences and driving growth in the industry.