Amazon Prime Video executives discussed their international content strategy at Series Mania Forum, highlighting the role of locally produced originals in attracting global audiences. Nicole Morganti, head of originals for Southern Europe, and Thomas Dubois, head of French and Japanese originals, emphasized how viewer preferences are evolving beyond language barriers and geographical origins.
Morganti pointed out that the company initially focused on local content but soon realized its appeal extended far beyond national borders. ‘When we started, our department was called Local Original, and then a few years ago, we changed it to International Original. We started to notice that the content we were producing was actually very appealing to a much bigger audience. Specifically, we see that young adults really don’t care about the language and where it comes from; they just want to enjoy the series because it resonates with what they like and their values’.
The executives also addressed Prime Video’s efforts to develop content that fosters engagement across different markets. Dubois explained that while projects are initially designed for local audiences, their potential to resonate internationally is a key consideration. ‘The first thing we’re looking at is something to resonate locally. So, we’re not looking for a story that should adapt to international standards. We’re working closely with local creators to make the strongest story possible’.
Prime Video has seen success with young adult content, romance, and procedural dramas, genres that have gained traction globally. Morganti cited Costiera, an English-language series set on Italy’s Amalfi Coast, as an example of how Prime Video adapts its business model to accommodate compelling projects. The platform has also expanded its focus on content targeting female audiences, including upcoming projects such as Culte—2be3 and Glamsquad.
The executives reiterated their interest in new formats, emphasizing the importance of fresh ideas that challenge conventional streaming trends. Morganti concluded, ‘The viewers that come to Prime Video love movies. We need you guys to come to us with more series. And maybe series that are not what you would expect. Procedurals, for example, are not something that is a given on a streamer. So, again, what is the next series? What is the kind of series that could appeal?’.
