Prime Video Europe Chief: We're Not Just Another Streaming Clone

Prime Video Europe Boss Doubles Down: We're Not Just Another Streaming Service

LONDON - Andrew Bennett, the new head honcho for Prime Video in Europe, isn't pulling any punches. He's on a mission to make one thing crystal clear: Amazon's streaming play is fundamentally different from the Netflixes and Disneys of the world. And he's using partnerships to drive that point home.

Prime Video Europe Chief: We're Not Just Another S...

Speaking at the British Screen Forum (BSF) today, Bennett didn’t mince words. He stressed that Prime Video isn't just another streaming service churning out original content. Instead, they're aiming to be a one-stop shop, both "programmer and an aggregator all in one app." Think of it as the streaming equivalent of a mega-mall, offering both in-house brands and curated boutiques.

This strategy explains the recent flurry

This strategy explains the recent flurry of partnership deals with local broadcasters. We've seen agreements with ITVX and France Télévisions, moves that signal a clear intent to tap into established audiences and content pipelines. This is, of course, against a backdrop of similar deals happening across the board. Netflix, for example, has partnered with TF1 in France, while Disney has tied up with ITV and ZDF. It's a sign of the times, really – even the giants realize the value of local expertise.

Having been with Amazon for over a decade, and almost a year into his UK-based role, Bennett seems to have internalized a key lesson. "I don’t think I understood that before taking this role," he admitted. "You cannot be successful on a global basis simply by making U.S.-based titles. There is a hard ceiling. You have to connect at the individual country level."

And that’s the crux of it. While global hits are great, true staying power in Europe seems to hinge on cracking the code of each individual market. It's about more than just dubbing; it's about understanding the cultural nuances, the local tastes, and the existing media landscape.

It's an interesting strategy, and honestly, I think it makes sense. In a world saturated with streaming options, differentiation is key. Can Prime Video truly become the "all-in-one" app Bennett envisions? Time will tell. But one thing's for sure: they're not content to just follow the Netflix playbook. They're writing their own. And they're banking on local partnerships to help them tell that story. Now we just need to see if consumers buy into it.