The streaming market continues to transform at a rapid pace, and the “What do the streamers do?” panel at MipLondon 2025 shed light on the strategies and challenges facing platforms today. Moderated by Jack Davison, Executive Vice President at 3Vision, the discussion featured Hannah Blyth, Head of TV at Prime Video (Amazon), and Kai Finke, Chief Content Officer at SkyShowtime.
From the outset, Jack Davison stressed the importance of collaboration in the industry. “Innovative players are not only looking for competitive advantages, but also for flexibility in finding new ways to partner and distribute,” he said.
Hannah Blyth reinforced this idea from Prime Video‘s UK perspective: “Our strategy changes every year, always looking three years ahead. We look at our SVOD service, channel business, TVOD and global productions to make sure we deliver a balance of content.” He also highlighted the importance of sporting events as a key factor in attracting and retaining audiences, citing the match between Manchester City and Real Madrid, which attracted four million viewers.
Kai Finke explained SkyShowtime‘s strategy: “We want to grow market share and be an attractive destination for storytellers and consumers. The key is to build a diverse portfolio of content”. He also highlighted the role of partnerships in the financing and distribution of content, stressing that collaboration allows us to maximize the reach of productions.
One of the most discussed topics was flexibility in distribution windows. “Historically, we have been very open to sharing windows with partners in other territories. Co-productions like The English and The Night Manager with the BBC are examples of how the same content can have a global impact without losing its identity” explained Blyth.
Kai Finke highlighted the case of Yellowstone, a global phenomenon that continues to gain audiences year after year thanks to effective distribution. “The distribution window has been a great opportunity for this show, as well as for ‘Star Trek’, another of our flagship titles.”
Expanding the target audience was another key point. “We want to make sure Prime Video has a balanced offering for different audiences,” Blyth noted. “Titles like ‘Clarkson’s Farm’ and ‘Jack Reacher’ have done very well among adult men, but we’re also looking to capture female and younger audiences with content like ‘Molly Mae’ and ‘Married to the Games’”.
In the case of SkyShowtime, Finke stressed the importance of local content. “Programs like ‘Shiboda in Poland’ have been a resounding success, proving that audiences value stories that are authentic and close to their culture.”
Blyth addressed the impact of content creators on Prime Video‘s strategy. “Working with influencers allows us to attract already loyal audiences. ‘Beast Games’ and ‘Molly Mae’ are examples of how to integrate these creators into long-form formats, offering authentic and relevant content”.
Finke emphasized the importance of collaboration with different sectors: “We have worked closely with telcos and distributors such as Amazon Channels to expand our reach and ensure our offering is compelling”.
If anything was clear from the panel, it is that collaboration continues to be the driving force for success in the streaming ecosystem. Both Prime Video and SkyShowtime are committed to flexible models, strategic alliances and a diversified offering to conquer an increasingly competitive market.
Streaming is not just about volume, but about smart strategies to connect with the right audiences, at the right time, on the right platforms. In a constantly evolving industry, adaptability and openness to new forms of collaboration will be key to the future of digital entertainment.
