Amazon’s Prime Video used the APOS media conference in Bali to argue that the future of streaming in the Asia-Pacific region lies not in a single subscription but in an “entertainment hub” — a one-stop platform tying together its originals, partner channels, rentals and add-on subscriptions behind a single log-in. The vision, shared by the company’s regional leadership in a session titled “The APAC Playbook: How Prime Video Is Shaping Streaming’s Future,” follows the broader industry transition away from stand-alone apps toward aggregation and bundling, which has been a recurring theme throughout APOS this week.
Speaking alongside Media Partners Asia’s Vivek Couto, Gaurav Gandhi, Prime Video’s vice president for Asia-Pacific, Australia and New Zealand, framed the region as a patchwork that precludes any single approach.
“We operate a common business model, but we cannot have a common playbook for a diverse region like APAC,” he said. Across its core Asian markets, he added, just two things stay consistent: the service operates within Amazon’s Prime membership program, and it runs as a hub, layering add-on subscriptions and transactional rentals on top of the core subscription tier.
The hub, as Gandhi described it, is a push for scale on both sides of the transaction, with customers getting the “widest selection” through one app and one billing relationship, and content partners gaining distribution and a massive audience without having to build their own tech and payments stack. Prime Video now works with more than 600 content partners worldwide, he said, including 70-plus in Japan, 50-plus in Australia and 30-plus in India, many of which treat the platform as a primary route to market.
