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Tag: Prime Video

  • Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    MUMBAI: The courts are going digital and Prime Video is making the first move. In a slam-dunk announcement for basketball fans across India, Prime Video has unveiled the official logo for its upcoming coverage of the NBA, marking a major play in the global sports streaming arena. Starting October 2025, hoops action will stream straight to your screens no extra charges, no cable required.

    This follows Prime Video’s landmark 11-year media rights agreement with the NBA, making it the exclusive destination for 67 regular-season games each year, along with knockout matches from the Emirates NBA Cup and the Play-In Tournament. The deal also includes select playoff games and the Conference Finals in six out of the 11 seasons, an unmissable lineup for Indian fans.

    But wait, there’s more. Starting in 2026, the platform will tip off its WNBA coverage too, streaming 30 regular-season games and exclusive playoff matchups, including three WNBA Finals over the course of the agreement.

    With this move, Prime Video becomes more than just a platform, it becomes a prime court-side seat. NBA legends and Hall-of-Famers like Dwyane Wade, Steve Nash, Dirk Nowitzki, Blake Griffin and Udonis Haslem will join sports journalist Taylor Rooks for a studio show filled with insights, stories, and signature style. WNBA star Candace Parker will bring her expertise to both NBA and WNBA coverage, making the lineup as star-studded off court as it is on.

    Basketball fans who want even more can access NBA League Pass via Prime Video as a third-party add-on, giving them access to an extended buffet of live and on-demand action.

    From fast breaks to buzzer beaters, Prime Video is set to transform sports streaming in India, one triple-double at a time.

  • Prime time for India as Amazon’s streamer doubles down on desi drama

    Prime time for India as Amazon’s streamer doubles down on desi drama

    MUMBAI: At a lively fireside chat during AVIA’s Future of Video India conference, part of the first-ever WAVES summit, Kelly Day, head of international & VP, Prime Video, and Gaurav Gandhi, VP for Asia Pacific & MENA, lifted the curtain on Amazon’s streaming strategy with India in a starring role.

    Kelly Day waxed lyrical about the enduring allure of the big screen, declaring, “We believe in the theatrical window,” and reaffirming Prime Video’s intent to back the box office while keeping its streaming chops strong. The aim? Around 14–15 global theatrical releases a year, because nothing beats the magic of popcorn-fuelled premieres unless you can also watch it at home in your PJs.

    But beyond the cinema, it’s the everything hub approach that’s taking centre stage. “We want to be the first place people think of when they want to watch something,” said Day, noting that with over 200 million Prime members worldwide, Prime Video is less about being everything to everyone and more about helping everyone find exactly what they want.

    For India, that means layering choice upon choice. Gaurav Gandhi detailed how the country has become Prime’s petri dish for innovation TVOD (Transactional Video on Demand) is booming with 7000 plus titles, and 60 per cent get rented every month across 95 per cent of India’s pin codes. The subcontinent is also home to 25 plus channel partners, making it second only to Japan in Prime’s global “channels” play.

    “India is a super important locale,” Gandhi noted, adding that it’s not just a growth engine for Prime sign-ups but also a massive content factory, with one of the largest original slates outside the US. Even more impressive? One in four views of Indian content comes from overseas, proving that regional stories are finding global legs.

    And when it comes to customisation, India’s Prime menu is a buffet: from Prime Lite to full-fat Prime, mobile-only editions to programming in 10 Indian languages, the streamer’s playbook here is all about slicing and dicing its offerings to match the country’s many moods. “We’re learning from India and taking that learning global,” Gandhi quipped.

    So while other platforms try to decode the Indian market, Prime Video seems to have cracked the subtitles and is quietly exporting the script.
     

  • Prime Video goes K-razy: CJ ENM deal brings Korean hits to the global stage

    Prime Video goes K-razy: CJ ENM deal brings Korean hits to the global stage

    MUMBAI: Prime Video is diving deep into the K-drama wave. At the Waves Summit in Mumbai on Saturday, the streamer announced a blockbuster global pact with South Korean entertainment powerhouse CJ ENM locking in multi-year worldwide rights (barring Korea and China) to some of Korea’s most popular and upcoming screen gems.

    Set to kick off in late June with fantasy-romance series Head Over Heels, the partnership will see Prime Video release a slew of exclusives through 2025 and 2026 from Studio Dragon and CJ ENM Studios. Prime members can also binge a revamped line-up of beloved back-catalogue titles like Her Private Life, Another Miss Oh, and gritty fan-favourite Mouse.

    All this will be served with subtitles in 28 languages and dubbing in 11—part of Prime Video’s bid to make Korean content irresistibly accessible to fans from São Paulo to Seoul.

    “This strategic collaboration with CJ ENM reinforces Prime Video’s commitment to bringing the best of Korean entertainment to our customers worldwide,” said Prime Video head of International & VP Kelly Day. “Korean content continues to resonate deeply with global audiences. We’ve witnessed the borderless appeal of Korean storytelling with the phenomenal success of shows like Marry My Husband, No Gain, No Love which not just captured hearts across continents, but also found their place in the Top 10 most-watched non-English language International Originals from 2024, posting super strong viewership outside their country of origin. We are now thrilled to offer new and exclusive titles, alongside a catalogue of consumer favourites exclusively to Prime Video’s global consumer base, in a language of their preference.”

    “At Prime Video, our ambition is to be the first-choice entertainment hub for consumers. From the best of global content, to popular stories from Asia, we want to be a destination where consumers can effortlessly discover their next favourite story. As Korean content continues to find massive audiences worldwide, we’re thrilled to bring these captivating narratives exclusively to our worldwide audiences,” said Prime Video vice president, APAC & Mena Gaurav Gandhi. “Our strategic collaboration with CJ ENM marks a new chapter in this journey, giving Prime members front-row access to some of the most  compelling and innovative content from Korea.”

    “We’re thrilled about this partnership with Prime Video, which allows us to bring our unique Korean stories to an even broader global audience,” said CJ ENM’s content business division executive vice president Jangho Seo. “Korean entertainment has been winning hearts around the world with its compelling narratives, relatable characters, and outstanding production quality. We’ve already seen tremendous success with titles like Marry My Husband and No Gain, No Love, which achieved remarkable viewership milestones on Prime Video and reaffirmed the universal appeal of our storytelling. Through Prime Video’s extensive global reach and strong commitment to multi-language subtitles and dubbing strategies, we are excited to make our upcoming titles even more accessible and enjoyable for audiences across cultures and languages. This collaboration not only strengthens CJ ENM’s global footprint but also reflects our shared vision with Prime Video to deliver captivating stories to fans worldwide. We look forward to building on this momentum and deepening our connection with viewers everywhere.”

    The move cements Prime Video’s growing bet on Korean drama as a frontline act in its global expansion. For subscribers, it’s a K-lovers’ dream. For the industry, it’s another sign that Hallyu isn’t just here to stay—it’s scaling up.

  • US Streaming platforms achieve record share of television viewing in Nielsen Report

    US Streaming platforms achieve record share of television viewing in Nielsen Report

    MUMBAI: Nielsen’s March 2025 report on The Gauge indicates a shift towards more seasonal television viewing patterns in the US. Overall television viewing declined by six per cent compared to February, influenced by seasonal changes. However, the streaming category continued its growth, capturing 43.8 per cent of total TV usage in March, a 0.3 percentage point increase from February.

    NIELSEN'S VIEWING

    A notable finding is that for the first time in a monthly Gauge report, the top ten most-watched streaming programmes originated from seven different platforms: Prime Video, Hulu, Disney+, Max, Paramount+, Netflix, and Apple TV+. Max experienced the largest month-over-month growth among streaming services, increasing by six per cent, primarily driven by viewership of The White Lotus. YouTube also achieved a new platform record for the second consecutive month, accounting for 12 per cent of total TV watch time, despite a slight decrease in viewing hours compared to the previous month.

    Cable television benefited from the NCAA men’s basketball tournament in March. Cable’s share of viewing rose to 24 per cent, a 0.8 percentage point increase, supported by a 29 per cent rise in cable sports viewing and consistent viewership for cable news. The most-watched cable sports broadcasts included NCAA Elite Eight games on TBS. Cable news programmes represented seven of the top ten cable telecasts, with Fox News Channel’s coverage of the presidential address on 4 March  attracting 11 million viewers on the network and over 36 million viewers in total.

    TOP STREAMING SHOWS

    The broadcast category saw strong performance with ABC’s broadcast of The Oscars on 2 March, which was the most-watched programme in March with 20.3 million viewers across ABC and Hulu. Data indicated that viewers streaming the Oscars on Hulu were significantly younger compared to those watching via traditional broadcast. Scripted dramas accounted for 28 per cent of total broadcast viewing in March, with Tracker on CBS having five of the top ten broadcasts, each averaging over 10 million viewers. However, the absence of football contributed to an overall nine per cent decrease in broadcast viewership from February, resulting in a 20.5 per cent share of total TV viewing for the month.

  • Citadel Indian & Italian spinoffs axed as Amazon rewrites its spy game

    Citadel Indian & Italian spinoffs axed as Amazon rewrites its spy game

    MUMBAI: Amazon has pulled the plug on Citadel: Honey Bunny and Citadel: Diana, the much-hyped Indian and Italian offshoots of its globe-trotting spy saga. Instead, those “successful and widely enjoyed international chapters” will be stitched into season two of the main series, Citadel, which is now set to drop globally in Q2 of 2026.

    That’s the word from Amazon MGM Studios television head Vernon Sanders,  who promised an “exhilarating” return. “With high-stakes storytelling, new additions to our amazing cast and bold, cinematic ambition,” he said, “season two will deepen the emotional journeys of Nadia, Mason and Orlick against the relentless force that is Manticore.”

    Translation? The spinoffs are toast, and Amazon’s once-grand plan to build a Bond-style franchise without Bond is looking like an expensive misfire.

    The cancellation comes on the heels of Jennifer Salke’s exit from the studio. Salke, who first pitched the sprawling espionage epic to Joe and Anthony Russo, dreamt up Citadel as a prestige powerhouse for Prime Video—an interconnected universe with local-language series spanning continents. What she got instead: ballooning budgets, reshoots galore and a reported $300m price tag for season one.

    Still, Citadel got renewed before its April 2023 premiere. But season two was quietly delayed after Amazon brass were said to be “unhappy” with early footage. Now, storylines from Honey Bunny and Diana—which, despite being ratings hits in India and Italy, respectively—will be merged into the mothership’s narrative.

    The new season picks up a month after the first ended: the spies are underground, hunted by Manticore, and pulled back into action to stop Brazilian billionaire Paulo Braga from unleashing a world-ending device, courtesy of Citadel’s own Bernard Orlick.

    So yes, the spies are still in the game. But Amazon’s dream of a global franchise? That’s very much under review.

  • Divij Sharma swaps Alexa for Prime Video, joins as head of engagement

    Divij Sharma swaps Alexa for Prime Video, joins as head of engagement

    MUMBAI: Divij Sharma, Amazon’s digital dynamo, is making a grand entrance onto the Prime Video stage, leaving behind the dulcet tones of Alexa to take up the mantle of head of engagement. After an 11-year odyssey through Amazon’s Indian ecosystem, from marketplace to Amazon Pay and Alexa, Sharma is now set to weave his magic on Prime Video’s content kingdom.

    ” These ongoing ~11 years at Amazon have been an incredible journey of building and scaling breakthrough digital products & services in India,” quipped Sharma, clearly buzzing with his new gig. “And now, it’s time to bring that experience to Prime Video, crafting experiences that’ll keep viewers glued to their screens.”

    Sharma’s Amazonian adventure saw him spearhead Alexa’s Indian charge, conjuring up voice shopping and celebrity partnerships while serenading millions across Echo, Fire TV, and a plethora of partner devices. His CV reads like a tech-savvy fairytale, sprinkled with data-driven fairy dust and a dash of entrepreneurial swagger.

    Before his Alexa journey, Sharma cut his teeth at McKinsey & Company, where he conjured up project management modules and data models for corporate titans. He’s a self-confessed data junkie, with a knack for turning complex tech into consumer gold.

    His mission? To amplify Prime Video’s diverse content portfolio, turning casual viewers into die-hard devotees. With a blend of strategic vision and execution prowess, Sharma is poised to orchestrate a viewership symphony.

  • Baba Nirala breaks the internet as Aashram S3 hits 250 million viewers

    Baba Nirala breaks the internet as Aashram S3 hits 250 million viewers

    MUMBAI: From crime to cult status, Aashram S3 Part 2 isn’t just streaming, it’s storming. The smash-hit series on Amazon MX Player has crossed a jaw-dropping 250 million viewers, becoming a full-blown digital phenomenon and topping Ormax Media’s most-watched originals list for a fourth straight week.

    In the land of cricket and cinema, it’s rare for a web series to stir the nation with the intensity of a blockbuster film. But Aashram has done exactly that, transcending genre stereotypes, turning marketing on its head, and transforming Bobby Deol into a full-time messiah of mayhem.

    Forget the old trope of male-dominated crime thrillers. Aashram is busting audience myths left, right, and centre. Over 20 per cent of its viewership comes from women, while its reach spans both urban metros and Tier 2/3 towns. The drama has travelled in multiple tongues too, with dubbed versions in Bengali, Tamil, and Telugu clocking impressive numbers.

    Even Amazon’s internal data is dishing out interesting clues: 77 per cent of viewers are tech-savvy, and 64 per cent are fashion-forward. Yes, Baba Nirala has fans who not only meditate but also accessorise.

    The show didn’t just ride on hype, it engineered it. Aashram’s trailer trended on YouTube for 23 days, raking in 24 million views. A clever collab with cricketer Yuzvendra Chahal, featuring a fictional blessing from Baba Nirala to let him open an innings, went viral with 6.3 million views and 850,000 engagements.

    Major brands were eager to hop onto the Baba bandwagon, Vimal served as presenting sponsor, co-powered by Lahori Zeera and Lux Nitro, with KEI Wires, Zandu Fast Relief and Kenstar also in the mix.

    Bobby Deol, reflecting on the overwhelming response, added, “Aashram has been a defining journey for me, and the love it continues to receive is truly humbling. This season, the stakes are higher, the drama is deeper, and the impact is greater than ever before. Seeing fans embrace Baba Nirala’s journey with such enthusiasm is incredibly rewarding!”

    National Award-winning director Prakash Jha expressed his gratitude, stating, “The journey of Baba Nirala continues to enthrall Indians. Every season, we push boundaries to make Aashram more intense, compelling, and relevant. I am deeply grateful for the unwavering love and enthusiasm of our audience.”

    Amazon MX Player director and head Karan Bedi shared, “Aashram is a tribute to Indian viewers. It’s phenomenal success reaffirms our commitment to delivering high-quality, free entertainment to audiences across India. The overwhelming response to Aashram S3 Part 2 has been extraordinary, driven by its gripping storytelling and outstanding performances. We are grateful to our sponsors for their support and helping us bring compelling stories to life.”

    And that’s the other key to Aashram’s stratospheric success: it’s entirely free. The series is available across Amazon MX Player, Prime Video, Amazon’s shopping app, Fire TV, Airtel Xtreme, and smart TVs, basically anywhere your thumbs can scroll.

    With its heady cocktail of social commentary, psychological manipulation, and pulpy thrills, Aashram has become more than a show. It’s a movement. A sermon with swagger. And by the looks of it, Baba Nirala isn’t done preaching just yet.

  • Anupam Mittal takes a spin in Dupahiya as he makes his acting debut

    Anupam Mittal takes a spin in Dupahiya as he makes his acting debut

    MUMBAI: Anupam Mittal is switching gears from the boardroom to the big screen well, almost. The Shark Tank India judge and entrepreneur is making his acting debut in Dupahiya, Prime Video’s upcoming dramedy, bringing his signature business wisdom to the show’s small-town chaos.

    In a recently released promo, Mittal finds himself in the thick of Dupahiya’s central plot, a missing motorcycle that turns an entire village upside down. Blending sharp humour with his entrepreneurial persona, he playfully evaluates the stolen bike’s “business potential,” making for a tongue-in-cheek crossover that has already sparked buzz online.

    Set in a North Indian village, Dupahiya promises a laughter-packed ride, combining love, family, and unexpected twists in a fresh take on rural storytelling. With its sharp wit, vibrant characters, and now, an unexpected pop-culture twist, the show is primed to become a fan-favourite.

    As Prime Video gears up for the grand premiere of Dupahiya, this surprise collaboration ensures that the show’s promotional campaign is just as entertaining as the series itself. Buckle up, this dramedy is about to take audiences on a joyride!

  • Cloudtv and Mediatek join forces to transform India’s smart TV OS market

    Cloudtv and Mediatek join forces to transform India’s smart TV OS market

    MUMBAI: Cloudtv, has announced a strategic partnership with global chipset solutions provider Mediatek. This collaboration aims to revolutionise the connected TV operating system market in India by offering fully compliant Android-based TV OS solutions.

    By integrating Cloudtv OS with Mediatek’s advanced System-on-a-Chip (SoC) technology, Indian TV brands and OEMs will benefit from a streamlined integration process, significantly reducing both costs and time to market. The partnership is expected to accelerate Cloudtv’s growth, potentially doubling its market share in the country’s expanding smart TV sector.

    Cloudtv has also confirmed that its OS is now fully compliant with Android Compatibility Test Suite (CTS) standards, ensuring a seamless and consistent user experience. Additionally, it enables access to a wide range of free-to-air channels, offering high-quality digital content including news, sports, and entertainment, without the need for subscriptions or contracts.

    Key benefits of this partnership include,

    – Android CTS compliance guaranteed compatibility with Google’s standards for a seamless viewing experience.

    – Android 14 support enhanced security, improved performance, and access to the latest features.

    – Free-to-air channels DVBS-2 compliant technology providing cost-free access to diverse content.

    – Pre-certified applications instant access to platforms like YouTube, Prime Video, and JioHotstar, along with 200+ content partners.

    “By integrating Mediatek’s cutting-edge chipsets with Cloudtv’s localized OS expertise, we are revolutionizing the Indian connected TV industry. This partnership will forge the way for an end-to-end solution that makes premium television experiences more affordable and accessible than ever before. For TV brands, this marks a game-changing opportunity, enabling them to offer competitively priced smart TVs with certified OS and apps, breaking past the limitations of high-cost models. Through this partnership, we hope to drive greater innovation and accessibility that helps shape the future of smart TV adoption in India.” Cloudtv COO & co-founder Abhijeet Rajpurohit.

  • Sourav Ganguly brings humour and nostalgia to Netflix’s Khakee promo

    Sourav Ganguly brings humour and nostalgia to Netflix’s Khakee promo

    MUMBAI: Netflix India has pulled off a marketing coup by featuring former Indian cricket captain Sourav Ganguly in an unexpected and humorous role for its latest original series, Khakee: The Bengal Chapter. The promotional campaign, crafted in collaboration with Trailer Park Group, Netflix’s creative agency for the series, blends nostalgia and entertainment to captivate audiences across India.

    Trailer Park Group has ingeniously woven Ganguly’s charismatic persona and cricketing legacy into the promo, delivering a light-hearted yet engaging narrative. The film opens with Ganguly interrupting a scene on the set of Khakee: The Bengal Chapter, eager to take on the role of a tough police officer. Initially struggling to embody the fierce aggression required, he finds his rhythm by channelling memories of his fiery cricketing moments, particularly his rivalry with Greg Chappell. The scene unfolds with comedic brilliance, as Ganguly jokingly suggests using his signature cricket strokes the cover drive, cut, and pull with a police baton to take down criminals, all while reaffirming his famed preference for the off-side.

    “Integrating Dada’s dynamic presence into the campaign brought authenticity and excitement to the storytelling. This collaboration allowed us to blend nostalgia with humour, creating a moment that truly resonates with audiences.” White Turtle Studios executive director and co-founder Ankit Bhatia.

    “Working with Netflix India on the creative strategy for this series has been a thrilling experience. At Trailer Park Group, we strive to push creative boundaries and build deep audience connections through powerful storytelling.” Trailer Park Group Asia-Pacific (APAC) managing director Tamagna Ghosh.

    Renowned for delivering iconic campaigns across OTT, cinema, gaming, music, and sports, Trailer Park Group has previously worked with major platforms such as Prime Video, Warner Bros., Universal, and Peacock.

    Directed by Neeraj Pandey, Khakee: The Bengal Chapter promises an intense and gripping narrative. The series features an impressive ensemble cast, including Jeet Madnani, Prosenjit Chatterjee, Saswata Chatterjee, Ritwik Bhowmik, and Chitrangda Singh. A sequel to Khakee: The Bihar Chapter (2022), the crime thriller is set to premiere on 20 March 2025 on Netflix.