Prime Video says 25% of Indian content viewership now comes from overseas

Indian Originals took centre stage at Prime Video’s inaugural International Originals showcase in London, with the platform revealing that more than a quarter of the viewership for Indian content now comes from outside India.

Speaking at the event, Gaurav Gandhi, vice president of Prime Video APAC & ANZ, said stories from Japan, Korea and India are increasingly travelling beyond their home markets. Indian films and series, he noted, are now among the most watched titles outside their countries of origin on the service, underlining what he described as a growing global appetite for Asian storytelling.

The international traction of the Indian series was also reflected in the platform’s Top 10 most-watched non-English language International Originals over the past year. Three Indian titles featured on the global list: The Family Man Season 3, Panchayat Season 4 and Paatal Lok Season 2. The ranking, based on worldwide performance, placed Indian shows alongside titles from Spain, Germany, Brazil and Mexico.

The showcase also included a preview of Don’t Be Shy, an upcoming Indian Original film written and directed by Sreeti Mukerji and produced by Alia Bhatt and Shaheen Bhatt under Eternal Sunshine Productions. Positioned as a young-adult, female-forward coming-of-age drama, the film was discussed on stage by Alia Bhatt and Nikhil Madhok, head of originals, Prime Video India, in a conversation around storytelling for younger audiences.

The London event, introduced by Kelly Day, vice president of Prime Video & Amazon MGM Studios International, and hosted by Nicole Clemens, vice president of international originals, marked the first global showcase dedicated to the platform’s international slate. It presented a cross-section of films and series expected to launch through 2026 across Asia-Pacific, Europe and Latin America.

Among the broader announcements, the Spanish-language Culpables film franchise was revealed to have crossed 100 million viewers worldwide, with more than 90 per cent of its audience coming from outside Spain. The trilogy topped charts in over 170 countries at launch. Clemens also confirmed that Amazon MGM Studios is developing 30 sunsets para enamorarte, the latest book by Spanish author Mercedes Ron, marking the first US adaptation of her work as part of a wider book-to-screen partnership.

From Asia-Pacific, Prime Video previewed a slate spanning Japanese anime, Korean dramas and Indian originals. In anime, the service has secured exclusive worldwide rights to a reboot of FIST OF THE NORTH STAR: HOKUTO NO KEN, alongside new titles such as THE GHOST IN THE SHELL and From Old Country Bumpkin to Master Swordsman Season II. Korean titles highlighted included Siren’s Kiss, Absolute Value of Romance, Human x Gumiho and The Sacred Jewel.

The event featured appearances from actors Stanley Tucci, Nicole Wallace, Park Min-young and Wi Hajun, filmmakers and actors Dolores Fonzi and Alia Bhatt, and author Mercedes Ron. Panels and conversations explored themes such as building global franchises from known intellectual property, the rise of young adult adaptations, and the increasing cross-border consumption of non-English language programming.

All showcased titles will be made available in more than 30 languages, with up to 36 subtitles and 22 dubbed language options, across 240 countries and territories in 2026.