Amazon MGM Studios is strengthening its film strategy with a renewed focus on theatrical releases, and from 2026 will release three to four Indian films each year in cinemas before streaming them on Amazon Prime Video.
“While our core business is streaming, we really believe in the theatrical window and the magic of theatres,” said Nikhil Madhok, head of originals, Prime Video India and Amazon MGM Studios, during a fireside chat at FICCI Frames 2025. “Depending on the kind of film that we are producing, we take a joint call with our creators in terms of which project can go to theatres first.”
Madhok added that the model excites filmmakers because Prime Video supports passionate storytellers and ensures their films reach audiences, whether through cinema releases or direct-to-service launches.
The discussion focused on the global appeal of Indian storytelling, Prime Video’s growth in India, and the company’s efforts to strengthen its relationship with viewers both at home and abroad.
Madhok revealed that Indian content featured among the top ten on Prime Video worldwide every week throughout 2024. “Nearly 25% of the viewership for Indian content on Prime Video comes from outside India,” he said, noting that stories from India have become a window into the country’s evolving identity.
“What we have learnt is that imitation will not take you far; what travels well is originality and authenticity,” he said. “We encourage creators to write for local audiences first and to be as authentic as possible to the worlds and characters they create.”
Shilangi Mukherji, director and head of SVOD Business, Prime Video India, highlighted Prime Video’s localisation efforts, which are helping Indian stories reach a broader and more diverse audience. “We create stories that surprise and delight our customers and offer something they can relate to,” she said.
“Through localisation, we cater to audiences who are not of Indian origin or do not understand Indian languages.” Nearly 60% of Prime Video India’s viewers watch content in four or more Indian languages, she added.
Mukherji said Prime Video’s Indian slate is “pretty much the biggest outside of the US”, spanning multiple languages and genres. The company currently has around 100 Originals in various stages of production, development and negotiation.
The platform has also built a large content ecosystem through its video entertainment marketplace, which brings together more than 25 Indian and international streaming partners offering over 75,000 hours of content. Prime Video’s movie rental catalogue, India’s largest with more than 8,500 titles, continues to see strong traction, with 60% of titles rented monthly and transactions coming from 95% of Indian pin codes.
Mukherji said access and affordability remain at the heart of Prime Video’s growth in India. The service continues to expand through tiered plans such as Prime Lite and the Prime Video Mobile Edition and offers content in ten Indian languages.
“All of this together ensures that we receive viewership from 99% of Indian pin codes,” she said. “In the last twelve months, nearly 25% of our viewers have been completely new to the service.”
Reflecting on how Indian content can achieve wider global success, both executives said the industry must take a more deliberate approach to localisation and international marketing.
“India has great storytelling talent, but to truly resonate globally, we need to adapt our content for different regions right from the start,” said Mukherji. Madhok added, “All it takes is one standout story to spark wider recognition. We have already seen the green shoots across many of our Originals.”
“While our core business is streaming, we really believe in the theatrical window and the magic of theatres,” said Nikhil Madhok, head of originals, Prime Video India and Amazon MGM Studios, during a fireside chat at FICCI Frames 2025. “Depending on the kind of film that we are producing, we take a joint call with our creators in terms of which project can go to theatres first.”
Madhok added that the model excites filmmakers because Prime Video supports passionate storytellers and ensures their films reach audiences, whether through cinema releases or direct-to-service launches.
The discussion focused on the global appeal of Indian storytelling, Prime Video’s growth in India, and the company’s efforts to strengthen its relationship with viewers both at home and abroad.
Madhok revealed that Indian content featured among the top ten on Prime Video worldwide every week throughout 2024. “Nearly 25% of the viewership for Indian content on Prime Video comes from outside India,” he said, noting that stories from India have become a window into the country’s evolving identity.
“What we have learnt is that imitation will not take you far; what travels well is originality and authenticity,” he said. “We encourage creators to write for local audiences first and to be as authentic as possible to the worlds and characters they create.”
Shilangi Mukherji, director and head of SVOD Business, Prime Video India, highlighted Prime Video’s localisation efforts, which are helping Indian stories reach a broader and more diverse audience. “We create stories that surprise and delight our customers and offer something they can relate to,” she said.
“Through localisation, we cater to audiences who are not of Indian origin or do not understand Indian languages.” Nearly 60% of Prime Video India’s viewers watch content in four or more Indian languages, she added.
Mukherji said Prime Video’s Indian slate is “pretty much the biggest outside of the US”, spanning multiple languages and genres. The company currently has around 100 Originals in various stages of production, development and negotiation.
The platform has also built a large content ecosystem through its video entertainment marketplace, which brings together more than 25 Indian and international streaming partners offering over 75,000 hours of content. Prime Video’s movie rental catalogue, India’s largest with more than 8,500 titles, continues to see strong traction, with 60% of titles rented monthly and transactions coming from 95% of Indian pin codes.
Mukherji said access and affordability remain at the heart of Prime Video’s growth in India. The service continues to expand through tiered plans such as Prime Lite and the Prime Video Mobile Edition and offers content in ten Indian languages.
“All of this together ensures that we receive viewership from 99% of Indian pin codes,” she said. “In the last twelve months, nearly 25% of our viewers have been completely new to the service.”
Reflecting on how Indian content can achieve wider global success, both executives said the industry must take a more deliberate approach to localisation and international marketing.
“India has great storytelling talent, but to truly resonate globally, we need to adapt our content for different regions right from the start,” said Mukherji. Madhok added, “All it takes is one standout story to spark wider recognition. We have already seen the green shoots across many of our Originals.”
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