At the Prime Video Presents Italy 2026 event held in Rome, the Amazon-owned streaming platform detailed its content acquisition and production roadmap, marking ten years of operations in the Italian market. The company’s current strategy relies on a hybrid approach that combines local original scripted series, international unscripted format adaptations, and long-term sports broadcasting rights to secure and expand its subscriber base in a highly competitive region.
Addressing the company’s operational framework during the presentation, a Prime Video spokesperson stated: “We have built a model grounded in solid partnerships with leading players in production and acquisitions, and in a constant experimentation with new production approaches.” This collaborative strategy is reflected in the platform’s upcoming slate, which leans heavily on co-productions with established European entities such as Gaumont, Fremantle, Banijay, and Lucky Red.
In the scripted sector, Prime Video is structuring its Italian output around genre diversification and established intellectual property. The platform announced upcoming romantic comedies like Come distruggere l’ex and Blame It on Rome, alongside the psychological thriller Un’altra madre. The company is also aiming for cross-border reach by developing English-language originals out of Italy, including Masterplan, a French-Italian heist co-production, and Love Me Love Me 2, based on a Wattpad literary property. Additionally, the commissioning of Two Hearts for Rent, an adaptation of Felicia Kingsley’s novel, indicates a continued reliance on pre-existing fanbases to mitigate the financial risks of new local productions.
Unscripted entertainment continues to function as a core pillar of Prime Video’s Italian catalog, heavily dependent on the localization of proven international formats. The streaming service confirmed the renewals of strategic reality properties such as The Traitors Italia and The 50, alongside comedy variations like the LOL Halloween Special and Roast in Peace.
To complement the entertainment catalog and drive subscriber retention, Amazon is aggressively utilizing live sports rights. The platform confirmed it will retain exclusive live coverage of the best Wednesday match of the UEFA Champions League through the 2030–31 season. It has also secured a 10-year deal for NBA broadcasting rights, which includes regular-season games, the playoffs, and the NBA Finals in selected years. Coupled with targeted pricing tactics—such as a 50% subscription discount for the 18-to-24 demographic—the content strategy demonstrates Amazon’s structural effort to consolidate its market share in Italy through a mix of localized volume and high-profile sports acquisitions.
